Presenting: the “new classic wool trouser”. Yes, we’re in fashionland. And we’re reinventing the wheel!

Consider, however, the reasoning behind this initiative by Topman, Topshop’s men’s wear division. “It started as a very simple idea based on the need for contemporary designed classics for a young, fashion-savvy audience,” says Topman’s design director Gordon Richardson. He knows what he is talking about, having launched similar “white shirt” and “classic sunglasses” projects. “The designers’ unfettered and swaggering approach rejuvenates the classics for a new audience,” he says.