The look: if Folk could sell beards, it probably would. This look is about facial hair, shaggy curls and comes with a pinch of tragic poet. The clothes have a traditional flavour – with cardigans and Proper Jackets popular – but it's brought up to date with vivid colour and sporty details. Cool young fogey sums it up, in the nicest possible way.
The soundtrack: Bon Iver.
The key pieces: Folk's outerwear is strong. We like the boxy Dury mac and rain jacket in Lumi yellow. Both are in the sale at the moment, too. (Cochrane, 2013b).
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