Top hangout: Topman takes over pub for men's show

To tempt tired fashion buyers, PR staff and journalists inside, Topman has been distributing free drink tokens designed from old beer mats at each show at which the brand is involved. Upstairs at The Old Crown, the Topman Generation Hub has been hosting blogger events, designer Q&As and pop-up parties.

‘We liked the idea of creating a hangout space, but within a pub that was already the main spot for men’s fashion journalists during shows,’ says Gordon Richardson, creative director at Topman. ‘It’s a proper boozer – I think that is why it is popular. Men wouldn’t go there if it was a gastropub. It feels like an honest space.’ 

This is a charming way to cater for visitors of the show, and to spread Topman’s message. The choice of a pub over a more glitzy setting signifies a back-to-basics masculinity agenda. For more, book a place at our forthcoming Trend Briefing.