The key to success is mastering the fundamentals, such as Ashley Cole, who's perfected the art of fooling defenders, or Cheryl Cole, who's perfected the art of not being fooled by Ashley Cole. Mastering the fundamentals of style, Hentsch Man.
Founded by a Brazilian designer and her English business partner, Hentsch is a collection of simply cut, clean-lined clothes that, while available in a variety of eye-catching colors, is otherwise bent on "eliminating all the fanciful details", a quest that started with "the perfect white shirt", and now aims to fully outfit the "Hentsch Man" -- as opposed to the Henchman, who can wear whatever he wants, because it's only going to get ruined when he's thrown into a vat of acid anyway.
Labelled "Jack", the signature slim-fit shirt comes with all extra pleats removed, with a single mother-of-pearl button cuff and collar; the nine flavours range from the initial fuss-causing "The White Shirt", to a fat Blue Stripes number, to "Red Polka Dot", dappled with tiny, Lichtenstein-esque spots that will have you telling admirers "it's okay to touch the art".
Additional clothage includes a series of "Benny" breast-pocketed flannel shirts in beige, blue, and grey, plus five varieties of "Joe" cord trousers, with a very slightly high waist, flat front, and a slight taper in at the ankle, available in ochre, red, navy/sky blue, and "aubergine" -- if only they came in "Doner Kebab", you'd never have to wash your trousers again.
As soon as Icelandic geology allows, their offerings will be accompanied by collaborations like "Cherry on Top" hats (with Paris-based La Cerise sur le Chapeau), shoes (Chinese "Feiyue" martial arts plimsoles), and weekender bags based on the traditional Argentinian postman's satchel, with boxers, etc, coming soon, continuing an apparent policy of Hentsch Men-only, no Girls Allowed.