B store never fails to disappoint, with its originality and personality, it always has something to offer the discerning customer.

The presentation which took place on Friday, showed the models, who had been street cast, and styled with messy plaits and dip dyed tips, being themselves and free-styling in a film within a film; This in itself is a revolutionary concept and the collaboration between B store and Hellicar and Lewis meant the viewer was transported between medium and another and is a novel way of experiencing a collection.

The menswear for SS 11 is begging to be packed in a case and taken over to the Med. Blazers, shirts and rugby shirts lend themselves to public schoolboy comparisons, but the slouchy striped pyjama trousers, boy scout shirts, matching triple pleat shorts, and yoked tops, shake up the mix.

The womenswear this season welcomes new designer Chloe Struyk, who references Americana, and the 90s style bible The Face magazine; Along with playful jumpsuits, jungle prints and a splash of tangerine.

Both mens and womens collections remain androgynous and heave an exotic safari feel; This carries on to the shoe range too, as African prints and wedges nestle nicely next to means gladiator sandals and wooden sole Derbies.

If you are looking for comfort and practicality, this is one collection you should investigate further. I’m not sure just by wearing it, it will make you one of the cool kids though!