‘The original Button up Since 1963’ was conceived as a complete global brand platform.  It describes the action of fastening up the top button of the shirt, and how in that one action there lies meaning and code, detail and aspiration.  It describes the core sentiment running through the brand today,  but also taps into the understood truth of the Ben Sherman brand; sharp-dressing, care, deliberateness, pride and a certain 'London Style'.