London style tribes
Clapham - officially London's most desirable borough and according to the 2015 City Living survey it's now the best place to live in London, and we think we might know why. According to their search history, the people of Clapham have their work-life balance in order. No straight-to-the-pub-with-unbrushed-hair for this lot. The SW4 crowd are hunting for metallic party clothes.
RECOMMENDED: Our guide to eating and drinking in Clapham
It gets chilly - and it's bloody hard work too - standing around being cool. That'll explain why the men of Dalston are spending their evenings looking for hardwearing, super-warm donkey jackets to buy.
RECOMMENDED: The best clubs, parties, pubs and eateries in Dalston
The gents of Brixton like to keep their money where they can see it - on their feet. But luxe doesn't have to mean ostentatious, Brixtonites are kept on their toes in pursuit of high-end sneakers with gum soles.
RECOMMENDED: The full Brixton area guide
In north London, people are looking to south London's wheeler-dealer style icon for inspiration. Don't expect a warm welcome in Hampstead if you're not sporting a sheepskin jacket. Del-Boy chic reigns supreme in NW3.
RECOMMENDED: The best of Hampstead
Ah, Chelsea, the home of the over-privileged berk - or at least that's what a certain E4 scripted-reality show would have us believe. The reality is that the fine folk of Chelsea are the only borough brave enough to discard their skinnies to embrace the '70s trend and go for trousers with flare.
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