for what it’s worth

stories and stimulus from a consumer insight consultant

THE CHAP AND HENDRICK’S OLYMPICS


Yesterday evening Bedford Square gardens in central London was the scene of the “annual olympiad for the immaculate of trouser, the frail of form and the fearful of sport”, arranged by those wonderful fellows from The Chap magazine and sponsored by Hendrick’s gin. A crowd of over 500 gathered to watch events such as the Martini knockout relay, explained by the master of ceremonies as “a particularly hard task when one is used to having the martini made by the manservant”, the cucumber sandwich discus, and the pipe-smoking relay, all accomplished with a theatrical elegance, although my personal favourite was the not quite so refined three-trousered limbo. A brass band and free gin and tonic kept the atmosphere merry!





There were lots of impressive outfits on display, not only from those competing, and what struck me was just how many men had dressed the part. It just goes to show that the re-invention of the traditional etonian dandy currently dominating the menswear catwalks is a look that men still aspire to, and long may it continue- as a friend commented last night “don’t the men look much more attractive when they dress up”, it’s about time they made an effort too!!

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