Danish Wardrobe Company
Rock-chick T-shirts, camo jackets and the best jeans ever (they look good, they fit and they're comfortable), grab yourself a slice of easy Scandi style at this Cirencester boutique.
As London Fashion Week totters out of the capital for another six months and the fashion crowd depart en masse for Milan, what have we learned? That next season is all about foam shoes, chainmail tops, deconstructed florals (er, what?) and socks and stilettos. Hmmm, not In my Real Life. To be honest, my only takeaway is big earrings and smudged lipstick when I’ve had one too many cocktails and wiped my hand across my face (glad that’s ok now). But day-to-day style, or let’s face it, just getting dressed some days, needs to be simple and straightforward, and while the odd nod to the catwalk is fun, it’s the clothes that you can just throw on and feel good in that are the real keepers. Which is why Cirencester’s Danish Wardrobe Company is such a godsend. Purveyors of effortless, Scandinavian style (is there anything the Scandis are embarrassing failures at?), this is the place to go for classic styles that have a bit of je ne sais quoi.
The shop’s first incarnation was as a Noa Noa, the Danish label with bohemian roots, but with so many other fabulous Scandi brands out there, in 2014 it relaunched as Danish Wardrobe Company and broadened its stock to include labels such as Mos Mosh, Tif Tiffy, Cream, Coster Copenhagen and Rue de Femme, among others. Heard of any of them? No, me neither, which makes this a great shop to pick up stuff that you’re unlikely to see anyone else wearing. (The other day at the Porter magazine offices, where I hang out for some of the week, four women were wearing the same top from H&M – quelle horreur!)
The colour palette is soft and muted and the styles classic, so everything works with each other – the Scandis are experts at layering, because you don’t look stylish if you’re freezing cold, do you? And while comfort and quality are paramount, there’s always a quirky something to draw the eye. I tried on a beautiful white peasant blouse with exquisite smocking detail on the waist and wrists when I popped in before Christmas.
And the current season features classic blazers with go-faster stripes on the cuffs, fab army jackets with sergeant stripes, and grown-up hoodies and Puffa jackets, as well as some very cool rock chick-style T-shirts.
The jeans, meanwhile, have a loyal following thanks to their incredibly flattering cuts – for real women not waifs. The Mos Mosh ones have some really cute stitching details and come in baby pink and khaki as well as blue, while the Pulz ones have great pockets at the front that you can actually put your hands in and quirky, mismatched button flies.
I tried on about a hundred pairs and instead of the usual trauma I experience when I try on jeans, leaving me vowing not to eat for a week, I felt great. They were all sooooo comfortable and fit like a glove.
Accessories include cool boots that go with everything, jewellery with a bit of an edge and gently boho, pre-washed leather handbags by a label called Depeche.
Prices are top-end high street – think Jigsaw – and customer service is wonderful – no snooty shop assistants here. In fact, they pride themselves on their personal attention and are experts at getting anyone out of a clothes rut and into chic, Scandi style in no time.
Danish Wardrobe Company, 8 Dyer Street, Cirencester GL7 2PF. Tel: 01285 658259. mydanishwardrobe.com