Youth Fashion

If you've ever wondered how that guy in the bar manages to nail every chick he speaks to, the answer is simple – Fenchurch clothing. This stuff is hot, so hot in fact, that they limit you to buying 3 items at once in case it reacts with the hydrogen in the plastic of your carrier bag and blows you up.

Fenchurch Clothing was started by a bunch of skaters sick of having to wear hoodies with other people's logos on to look cool. Instead they decided to make exactly the same clothes as everyone else but with their own logo on, then market it really with a truckload of their parents' money. Soon Fenchurch Clothing had a store in Covent Garden and people were paying them £50 for the privilege of wearing their shorts – a meteoric rise to business stardom, I'm sure you'll agree.

They've since expanded their range to include all kinds of funky threads for both women and men, meaning part-time cross-dressers can do all their shopping in one store if they like. Now that is a 21 st century consideration that Fenchurch clothing make on a daily basis to keep their clothes the hippest and most appropriate in all situations.

Luckily it doesn't even matter if you skate anymore, as only historians and geeks really care that Fenchurch clothing started life as a skater brand. In fact the only people I've seen wearing it have been at raves, and I've never seen a UK skater wearing it. That said I don't go out much.