Despite what editors put in magazines, this is really what they wear. A sea of black (with some white and beige thrown in there for colour), this uniform (in how it "looks like a...", in the fact that all wear it, in the fact that articles in the range all look the same) label now has a NY lifestyle store for when you just can't get enough white shirts and black blazers. Okay, there might some greys and checks in there too. Woot woot! But seriously, with books in the APC lifestyle, House of Waris jewellery, and some key toiletries, the brand that did minimalist chic before anyone else finally expands to include all the other things they feel fit their aesthetic.

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