Reworking a classic that’s (admit it) lost its edge
There is no way to say this without offending my core demographic so I’m just going to come straight out with it. I love a Breton top as much as you do, but I think it might have got a tiny bit dull. This is heresy, I know. The Breton is a proud identifier, a football shirt for people who don’t wear football shirts. It speaks of good‑but‑simple tastes. Of a set of lifestyle choices that feel like values: olive oil, Scandi noir box sets, wild swimming.
But the Breton is a victim of its own success. I feel it used to have a bit of an edge, and that has gone. In the age of holidaying in the UK, it is the pinstripe suit of north Cornwall. I’m just speaking truth to power here, so don’t shoot the messenger. To save the soul of the Breton, it’s time to jazz it up a bit.