Abercrombie & Fitch

This is a case of having to be seen to be believed. The US clothing brand’s 2007 arrival horrified the neighbours. The way not to impress the Savile Row set that it’s now geographically a part of: with banging tunes and a topless male model standing in the doorway at all times. Indeed, with its dimmed lighting and weird scent, the place feels more like a bizarre, posh club than a shop. Despite this, or maybe because of it, A&F’s logo-heavy sweaters, jeans and polos (to be worn with collars turned up, of course) are mighty popular with the Sloane Square set. Oddly, you may have to queue to get in.