Muddy fashion: Cos
I must admit I didn’t get Cos when it first rocked up on London’s Regent Street a decade ago. I took one look at rail after rail of shapeless-looking navy, black and grey pieces and wondered why all the fashion mags were so over-excited about the launch of H&M’s supposedly cooler older sister brand. But but but. You gotta try it on and then it all makes sense.
They were the first to do that Scandi pared-down daytime look that everyone now copies, with the cuts, fabrics and attention to detail a notch above your average high street design. The everyday crew-cut T-shirts are the perfect fit, the grey and navy jumpers last forever (their waffle knits are especially good), their long cardigans make any jeans look brill and they know their way around a quirky white shirt. Plus, if you like black, you’re definitely in luck. I’m also a big fan of their accessories – the leather handbags are chic and minimal and I have a pair of classic black suede court shoes that I bought the year Cos opened and still wear constantly.
To celebrate their 10th anniversary, they’ve just released a capsule collection – a bit on the austere side for your neon-loving editor, though I’m loving the bursts of mustard and burnt orange colour pops in the spring/summer mainline collection, which look great with denim or khaki. And, believe me, don’t worry if it all looks an teeny bit boring online or on the hanger. Head to your nearest store (I recommend the Shepherd’s Bush one at Westfield – it’s large, always quiet and a quick whizz up the M40), grab 10 pieces and try ’em all on. Cos you’re worth it! www.cosstores.com