A fashion trend which makes men look like a typical geography teacher has become the most unlikely success of the year.
Sales of tweed jackets, especially those with elbow patches, and cord trousers and cardigans have gone through the roof – and are still rising.
Celebrities too have been taking up the style, including Jarvis Cocker, Tinie Tempah, Princes’ William and Harry, Dr Who actor Matt Smith, model David Gandy, TV presenter Rick Edwards and Pixie Lott’s model beau, Oliver Cheshire.
Lizzie Singleton for Debenhams said: “Sit up at the back and pay attention – geography teacher chic seems to be the main driving force for sales over the past few months.
“After decades of being regarded as the epitome of frump, this unique dress sense has suddenly shot to the top of the class.”
Fashions currently up on the year are tweed blazers by nearly 100 per cent, and cord trousers, knitwear with elbow patches and the humble brown brogue have all seen sales soar by 134 per cent.
Influenced by designers such as Burberry Prorsum, Paul Smith and Prada, the geography teacher trend was seen across the catwalks.
Debenhams personal shoppers have also seen a hike in requests from men asking how to best achieve the look.
Lizzie said: “Seeing the dress styles favoured by your old geography teacher suddenly being paraded along the latest catwalks has created a grade 10 earthquake in the fashion world.
“The appearance of old fashioned leather elbow pads alone is a major seismic event – everyone thought they had disappeared during the last Ice Age.”
Debenhams has also seen the look translate into womenswear with tweed blazers, elbow patches and cord worn by the likes of Alexa Chung and Taylor Swift leading the way.