Boden began in 1991 when Johnnie Boden launched a small mail-order menswear collection from his kitchen table in West London. Womenswear followed soon afterwards, and with it came the colour, print and distinctly British sense of humour that would become far more characteristic of the brand than its rather modest beginnings suggested.
Where much of the high street follows the same seasonal trends, Boden has always been happier doing its own thing. Bold prints, saturated colours and playful details appear alongside well-cut dresses, knitwear and everyday staples, often with a nod to vintage British style. The clothes are designed to be noticed, but rarely take themselves too seriously – a bright lining, an unexpected pattern or an unusual button is often part of the appeal.
More than three decades later, Boden remains an independent-minded British name with customers well beyond the UK. Its enduring popularity owes much to a recognisable point of view: cheerful without being frivolous, polished without feeling formal, and comfortable with colour in a fashion world that can sometimes take beige rather seriously.
Poppy Trim V-Neck Top Duck Egg Blue UK 10