Head of menswear design, Tomek Sowacki explains it is 'based on the idea of a guy into his rpock'n'roll going travelling to Marrakech. The prints, applique and embroidery detailing merge both worlds.

Heroes in the line-up include the stone safari jacket with back print, the checked shirts with silver thread and some extra-cool lightweight linen jeans - available both in indigo and paler worn wash.

Colours are bright - lime greens, citrus yellows, reds, Mediterranean blues, violets and varying tones of sand. Never mind 'Rock The Kasbar' - this summer it's 'Rock The Peckham' (if you happen to be wearing this stuff in Peckham).