Topman has for years now been the menswear go-to for everything from skinny suits to hoodies to cutting-edge styles that the rest of the high street has yet to catch up on. They also sell more jeans than any other men’s retailer – at least this is what I am told at the launch of their ‘This Is Denim’ campaign in their Oxford Circus super-flagship. Their skinny jeans transformed the way that the boys and men of today wore denim, but that is not all they are capable of as their latest campaign and range demonstrates.

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Whilst the skinniest of skinnies will be omnipresent in their stores for the foreseeable, the new collection has been carefully designed and chosen to showcase the breadth of styles that the brand now offer, re-introducing the flare which garners some excitement as well as trepidation to those who thought they were gone for good. The Seventies revival continues, and we like it. A new ‘Standard Fit’ provides a more relaxed straight-leg look and the ‘Wide Leg Crop’ takes its inspiration from Japanese streetwear, and is available in raw, stiff Selvedge-style denim.

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Tapered, cropped, pleated – a denim chino being top of Candid’s wishlist – and available in every wash from raw indigo to tinted, bleached or destroyed, the new styles are testament to both Topman’s strength as design leaders and to how confident they are in their denim offering. New ideas in jackets and denim shirts feel fresh while dungarees, overalls and utilitarian waistcoats are the more experimental additions, their direction coming from Topman Design’s LCM collections. Traditional Japanese selvedge jeans also come in an array of essential washes, including a rich indigo, coated cobalt blue, black and stone wash.

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To coincide with the launch of ‘This Is Denim’, each Topman store will have designated denim experts on hand to talk customers through the breadth of denim on offer. The Oxford Circus Flagship store will host a unique denim lounge which will serve as the ultimate denim destination and showcase the latest denim offerings. The denim area will also include an express fitting room which will allow customers to skip the queues and try on their denim.

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The new collection is available now in store with exclusive discounts and on topman.com where customers can win a year’s worth of denim.

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Mikael Jack