Style: Terrace chic

In Liverpool there's this shop called Wade Smith. It is a one-stop shop for sporty casuals, and it satisfies their every need. Football stuff, designer clothes, trendy trainers, watches, jackets, jeans, hats, you name it, if it's got a logo - however discreet - it's available at Wade Smith. Liam Gallagher, or any other lad of his ilk (though not necessarily his income) shops there. One would expect there to be a plethora of such casual fashion shops in London. Weirdly there isn't. Football fans go to sports shops. Designer fans go to big department stores such as Dickens and Jones, Selfridges or Harvey Nichols, while trendy urban workwear types go to Duffer, Carhartt or Box Fresh for their carpenter pants and hooded sweat-tops.

My theory for this strange lack of one-stop casualwear shops is that Londoners are just too trendy for their own good. They would rather trawl around and "find" something, bragging at how "exclusive" it is than go somewhere where it is all available.

Well they need search no more. London has got one of these stores. It opened last month in Covent Garden and it's called House - which, according to the company's director Peter Tesseras, means "everything is under one roof". It could also be because House comes from the same people responsible for the 57 Cromwell's Madhouse "pile-em-high, sell-em-cheap" shops dotted around the UK.

House doesn't pile em high. The concept came about because the demand for designer and branded clothes took over from the jeans market, which slumped 15 per cent last year. They wanted to tap into the psyche of young British men between the ages of 15 and 30 who are obsessed with brands and looking good for their mates.

It certainly does that. House is wall-to-wall brands in three handy categories: sports, designer, and sporty. Sports is pretty obvious; football tops, football tops, and a few football tops for good measure, courtesy of Adidas, Mizuno, Umbro and Diadora. Trainers by all of the above are also available.

Designer means shirts, jeans, jackets, underwear and sunglasses, which look almost identical, bar the all-important logo from Calvin, Ralph, Tommy, Versace, Valentino or Jasper Conran.

Sporty is the interesting, trendy-ish section with labels which advocate yachting, sailing, surfing, and snowboarding - names include Helly Hansen, Rockport or North Sails. Sporty also represents the fastest growing sector of the mens' fashion market.

In all, House is non-elitist, non-"fashion", very affordable for the average pocket, and doesn't sell suits which will immediately alienate the snooty London shopper. But that's OK. Buyer Gavin Rawlings says they simply sell what men want, which is a lot more than their trendier counterparts. "We're not taking the mick," he asserts. "It's terrace fashion really, it's about being credible."

What's more the shop is packed out, especially on Saturday mornings as men stock up on gear to wear for the match.

House, 112-115 Long Acre, Covent Garden WC2

Have you tried new the Independent Digital Edition apps?
Life and Style
ebookNow available in paperback
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs General

    Guru Careers: Software Developer / C# Developer

    £40-50K: Guru Careers: We are seeking an experienced Software / C# Developer w...

    Guru Careers: Software Developer

    £35 - 40k + Benefits: Guru Careers: We are seeking a Software Developer (JavaS...

    SThree: Trainee Recruitment Consultant / Resourcer

    £18000 - £23000 per annum + Commission: SThree: As a Trainee Recruitment Consu...

    Ashdown Group: UI Developer - (UI, HTML, CSS, JavaScript, AngularJS)

    £25000 - £40000 per annum: Ashdown Group: UI Developer - (UI, JavaScript, HTML...

    Day In a Page

    Abuse - and the hell that came afterwards

    Abuse - and the hell that follows

    James Rhodes on the extraordinary legal battle to publish his memoir
    Why we need a 'tranquility map' of England, according to campaigners

    It's oh so quiet!

    The case for a 'tranquility map' of England
    'Timeless fashion': It may be a paradox, but the industry loves it

    'Timeless fashion'

    It may be a paradox, but the industry loves it
    If the West needs a bridge to the 'moderates' inside Isis, maybe we could have done with Osama bin Laden staying alive after all

    Could have done with Osama bin Laden staying alive?

    Robert Fisk on the Fountainheads of World Evil in 2011 - and 2015
    New exhibition celebrates the evolution of swimwear

    Evolution of swimwear

    From bathing dresses in the twenties to modern bikinis
    Sun, sex and an anthropological study: One British academic's summer of hell in Magaluf

    Sun, sex and an anthropological study

    One academic’s summer of hell in Magaluf
    From Shakespeare to Rising Damp... to Vicious

    Frances de la Tour's 50-year triumph

    'Rising Damp' brought De la Tour such recognition that she could be forgiven if she'd never been able to move on. But at 70, she continues to flourish - and to beguile
    'That Whitsun, I was late getting away...'

    Ian McMillan on the Whitsun Weddings

    This weekend is Whitsun, and while the festival may no longer resonate, Larkin's best-loved poem, lives on - along with the train journey at the heart of it
    Kathryn Williams explores the works and influences of Sylvia Plath in a new light

    Songs from the bell jar

    Kathryn Williams explores the works and influences of Sylvia Plath
    How one man's day in high heels showed him that Cannes must change its 'no flats' policy

    One man's day in high heels

    ...showed him that Cannes must change its 'flats' policy
    Is a quiet crusade to reform executive pay bearing fruit?

    Is a quiet crusade to reform executive pay bearing fruit?

    Dominic Rossi of Fidelity says his pressure on business to control rewards is working. But why aren’t other fund managers helping?
    The King David Hotel gives precious work to Palestinians - unless peace talks are on

    King David Hotel: Palestinians not included

    The King David is special to Jerusalem. Nick Kochan checked in and discovered it has some special arrangements, too
    More people moving from Australia to New Zealand than in the other direction for first time in 24 years

    End of the Aussie brain drain

    More people moving from Australia to New Zealand than in the other direction for first time in 24 years
    Meditation is touted as a cure for mental instability but can it actually be bad for you?

    Can meditation be bad for you?

    Researching a mass murder, Dr Miguel Farias discovered that, far from bringing inner peace, meditation can leave devotees in pieces
    Eurovision 2015: Australians will be cheering on their first-ever entrant this Saturday

    Australia's first-ever Eurovision entrant

    Australia, a nation of kitsch-worshippers, has always loved the Eurovision Song Contest. Maggie Alderson says it'll fit in fine