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Duffer Of St George launches new collection

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If you’re not a wealthy Wall Street trader (and ShortList’s distribution network suggests you’re not), then you probably don’t summer in The Hamptons. Or use the phrase ‘summer in’ instead of ‘go on holiday to’.

Still, that doesn’t mean its preppy uniform is something that you should miss out on as well — especially now that Duffer Of St George has given it an unmistakably English twist, with chinos starting at £39.99 and T-shirts from £14.99.

Duffer has also moved away from using alpha-male models in its ad campaign, instead hiring a selection of British talent, including The Firm’s Calum McNab (pictured), Charlie Creed-Miles (Nil By Mouth) and Adam Deacon (Kidulthood), to front its ads.

This has helped the brand soar in popularity, but that’s also thanks to the distinct style on evidence in this collection — a union of British streetwear and upmarket US design. That won’t look out of place in either setting.

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