British department store Debenhams has enlisted a famous new model to help sell their menswear. If you think they're banking on chiseled abs, a sparkling smile, and curly mane to attract shoppers, think again.
They're using this guy. Debenhams' new menswear model is Alfred Wainwright, famous and revered in the UK as the the outdoorsy curmudgeon behind the definitive guides to Britain's Lake District, a popular holiday destination. The iconic "fellwalker" died in in 1991.
Recognizing the trend towards heritage brands and classic outdoors wear, Debanhams is banking on Wainwright's rumpled wind-tousled image to sell clothes.
