Boden, Birkenstock And Barbour: The Brands That’ve Reinvented Themselves (And Are Now Cool AF)
When did Boden get cool? [Photo: Boden]
We did a double take when the second installment of Boden’s new collection launched. A range that included lust-worthy racer striped suits and cool embroidered khaki jackets. Boden is well and truly back on every fashionista’s radar - or if it isn’t, it should be.
The reliable British brand seems to have reinvented itself in the last few weeks, throwing star-studded London Fashion Week parties and releasing collections that we can’t get enough of. It’s no longer just reserved for yummy mummies and well-dressed little ‘uns.
And it’s not the only brand to give itself a make-over. Everyone from M&S to Birkenstock to Barbour has done an about-turn and gone from snore to phwoar in recent years…
1. M&S
Yes, this quilted style bomber jacket looks like it has come straight off Gigi Hadid’s shoulders. No, it’s not from Topshop but from our food shop fave, trusty M&S.
In the last few years, the brand has had a real shake-up that’s left us actually willing to borrow our mum’s clothes. Srsly. [Photo: M&S]
2. Tommy Hilfiger
We all needed a break after being decked out in excessive Tommy Hilfiger logo’s over our school years. However, we can’t lie that the preppy brand’s latest collection including leather jackets and cute dresses is kind of genius. We want back in at being a Tommy girl. [Photo: Tommy Hilfiger]
3. GAP
GAP kind of took a back seat on our list of shops to browse when every single 13-year-old was walking around in a logo hoody from the brand. That trend has thankfully long passed, so why is no one taking note of the pretty UH-MAZING items they are stocking right now.
Seriously, go check out their denim, it’s to die for. [Photo: GAP]
4. J Crew
It was all about J Crew in the 80s and then it had a little lull. However, the brand has been given a lot more personality as of late.
They’ve done some experimenting with new prints, colour combo’s and it’s working for them. [Photo: J Crew]
5. Ralph Lauren
There were times when we didn’t know if we could handle the sight of another horse. Luckily, Ralph Lauren has put the matching tracksuits and cable knit sweaters to the side and is now creating some pretty awesome stuff.
Plus, having Ruby Rose in their campaign really helps. [Photo: Ralph Lauren]
6. Barbour
Yes, the quintessential British brand for people who like country living. No one saw this brand going big but somehow it did.
Now everyone is wearing these jackets, which are popular with royalty and rock stars alike. [Photo: Barbour]
7. Birkenstock
They’re in, they’re out, they’re in, they’re out. Our love affair with Birkenstock has been more on again, off again than Ross and Rachel.
However, with the summer coming up and these new funky styles we are pretty certain it’s back on. [Photo: Birkenstock]
8. Phase Eight
Phase Eight, is that you? What happened to all the brown overly embellished items? Yes, they have gone cool and casual and we kinda love it. [Photo: Phase Eight]
