British label Ben Sherman will cooperate with international renowned design agency Brinkworth in order to implement its new retail concept at the company’s own stores and concessions all over the world. Brinkworth, which previously collaborated with brands like Nike, Converse, All Saints, Hugo Boss, Diesel, and Foot Patrol, will get inspiration from Ben Sherman’s tradition, and will create a fresh environment for the presentation of the label’s lifestyle offer with contemporary locations and a modern, functional style. The new interior identity is to complement and support the repositioning strategy of the brand.

At first, the flagship stores on London’s Carnaby Street and in New York’s hip SoHo district will be totally redesigned this summer, to be followed by the international implementation of the concept. 'Feature areas' in the stores will put the focus on the brand's core items like men's shirts as well as the chino collection through an unexpected mix with materials and architectural details.