Ben Sherman has introduced a new diffusion range aimed for fresh faces who are diverse, socially connected, and have a bold approach to life.

The heritage shirting label established in Britain in 1963, has evolved into a full menswear lifestyle brand. Relating to subcultures for more than 50 years, the brand has remained relevant by continually speaking to the day’s youth consumer.

The B By Ben Sherman range has re-worked silhouettes and scales for modern times, with the iconic Ben Sherman reference points remaining easily recognisable to the brand’s origin and journey. Each piece is emblazoned with a ‘B’, giving the collection its own unique point of difference.

Sustainability is a priority, with some shirts being made from 100% recycled materials. Hero items include a minimalistic colour-block tee, hoodies sporting the oversized “B” logo, and cool outerwear such as a quilted sleeveless vest and quilted mountaineering jacket.

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