The ‘Wainwright Chic’ effect

Department store Debenhams has revealed an unlikely candidate for trend-setting in the form

of grumpy and infamously bad dressed fell- walker and guide writer Alfred Wainwright.

For those unfamiliar with the BBC series Wainwright Walks and of the handbooks on which it is based, Alfred Wainwright was a legendary fell-walker best-known for his seven Pictorial Guides to the Lakeland Fells. Inspired by the walking guides, the TV series offered an insight into the hill-walker’s life and work, together with safety guides on how to navigate the Lake District fells.

Hill-walking may seem like a far cry from the catwalk but as Debenhams Director of Menswear Buying, Paul Baldwin, puts it: “We’re calling it ‘Wainwright Chic’, men and women have fallen in love with the rugged outdoor image the hill-climbing clothing style portrays, and want to wear it everyday.”

Demand for outdoor wear such as hiking style jackets, trousers, t-shirts, socks, boots and rucksacks has rocketed since a series of programmes about Wainwright and his life were aired on TV and radio.

Debenhams has introduced its own dedicated outdoor section including Craghoppers, Bear Grylls, Columbia, and Helly Hansen, amongst other brands.