It struck us that 'casual' doesn't have to mean 'without style'. Made from the finest 100% cotton with great crease resistance. The collar is structured but comfortable, with the button hidden underneath. The fit is slightly more relaxed for all-day comfort. Welcome to 'smart casual'.

Once we'd seen a picture of electrical brainwaves flashing through grey matter, firing synapses and leading to God knows what thoughts, the idea kind of stuck with us.