Jimmy Choo designs shoes for them, Stephen Jones and Philip Treacy have got hats covered, and the design team represents a wealth of British talent all of which is far more It girl than dad . For the history of how DAKS got from dad to designer, see the pop-up, left. The look is still classic but this year expect a good dose of British wit.
Designs are elegant but sporty with plenty of chocolate, cream, ivory, beige and navy.
Look out for a variation on the Housecheck in pale pink and lime. Olympic rower James Cracknell wore a Housecheck suit to the British Sports Personality of the Year Awards. The trademark pattern was also considered cool enough to feature in one of Craig David s videos. Prices start at 35 for a stretch cotton T-shirt, rising to 750 for a bespoke Housecheck hat by Philip Treacy. Available at London s Jermyn Street, Cheltenham, Manchester and Windsor.