“Boden, it seems, will not rest until I have given in and bought into their lifestyle” says Clare at It’s not just me… is it?
I know the feeling. After years of being on their mailing list I recently bought my first Boden garment. It wasn’t quite like buying my first pair of Doc Martens at the age of 40. In fact I felt like a class traitor. But I couldn’t resist the retro rose print. And I am now at an age (and shape) where the words ‘semi-fitted’ are the holy grail of fashion.
But that doesn’t mean I am going to buy their lifestyle. Or their marketing messages, despite all the chummy emails from Johnny Boden. This man went to school with David Cameron and the man who writes Purple Ronnie. (What is it with old Etonians and twee?) These people are not your friends. They are actors.