The original ‘button up’ is breaking new ground for Ben Sherman as they return to their roots with AW14 collection. Buttoning up is a deliberate style that exudes ‘Britishness’ and personal pride, from hipsters to skinheads it’s a trend that seems to be going nowhere, across all fashion genres.

the #buttonup project has a cool new competition that you can enter via the website to win the shirt if the week.

Or on instagram, basically the rules are:
1. Follow @aheritageofmodernism on Instagram (Ben Sherman’s handle)
2. Upload a photo and tag @aheritageofmodernism in it using #buttonup
3. Answer the question ‘Why do you button up?’

Get tagging your best button up pics and good luck.