Boys Oh Boys

FASHION:There was heat in the sun this week, and the sight of these pictures from the new Arnotts menswear collection put a spring in our step

PUTTING A BLAST of fizz into Arnotts menswear is new buyer Elaine Cooper, who has introduced a rake of contemporary brands to freshen up the store this season. And giving it socks is our model Milan Gogora, from Slovakia, who came to Ireland with his girlfriend Elizabeth in the summer of 2008, and liked it so much he decided to stay. Just 26, he is in the middle of a course in product engineering in Bratislava, which he plans to finish online. As well as modelling for Assets, he works in Lidl by night.

One of the stand-out labels at Arnotts is UK brand Luke, whose hoodies and T-shirts – with names like Murphy, Chicken, Fraudster, William and Beefy – have clean lines, bright colours and details such as press studs, high-shine zips and lion patches that guys tend to notice. And a good sprinkling of humour.

There are smart jackets and classy chambray shirts by Nicole Farhi, now in its second season at Arnotts, while favourites such as Full Circle, and denim brands including Evisu, Jones and Hope Glory offer new takes on the perennial staples, with stencil branding, bolder colours and vintage references.

Cooper’s approach has been “to tighten up a bit, keep good price points – and we’re trying to educate our customers to notice fabrics and how they feel when worn.” The bootcut jean has been replaced by the straight leg and this season is full of stripes, checks, chinos and cords – more classic than usual, she says. “Irish guys get into colour with a bright tie, contrast lining or collar and cuff details.”

Crew Clothing’s polos and sweatshirts come in luxury fabrics, Arrow’s easy-to-wear pieces come in hot colours, and everyone loves Diesel T-shirts.

Cooper’s buying strategy is part of a major revamp of the menswear area, due to start in July. With more than 30 brands, it will have a ground floor area of 33,000 square feet and will be the biggest menswear department in Ireland. Beefy? Without a doubt.

PHOTOGRAPHY AGATA STOINSKA