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Don’t Pack the Speedos on Your Summer Holidays logoAs millions of British men set off on their summer holidays, a new campaign to get men to ‘Smarten up for Summer’ urges them to replace their embarrassing swimwear before they fly off.  The campaign is inspired by a new consumer survey where wearing Speedos was voted one of the top 10 men’s summer fashion sins.

A plea to British men heading off for their summer holidays from the ‘Smarten Up for Summer Campaign’, led by T4 presenter Steve Jones:  Please don’t pack your Speedos.  Vacuum Packers (men who wear tight bathing pants) have been named and shamed in a survey of the worst crimes against fashion carried out by men in the summer months.

The survey of 3,000 people, commissioned by online fashion store, highlighted the worst male summer fashion sins and revealed the lazy shopping habits of many men.

As many as one in 10 men say they only go shopping once a year – which may explain why so many men continue to embarrass us with their holiday fashion choices.

Another top holiday fashion crime as voted for in the survey is the typical Brit-abroad uniform of football shirt and shorts.

Other holiday fashion crimes uncovered include wearing sandals with socks and clashing Hawaiian shirts and shorts.

As a result of the survey, the ‘Smarten up for Summer’ campaign was set up to get our menfolk better dressed, both at home and abroad, this summer and is being led by TV presenter and fashion icon, Steve Jones, who is also the ambassador for the ‘Goodsouls’ range from

Steve admits that even he has “been guilty of fashion sins” from time to time, but has made no comment on whether he has ever worn speedos.


Notes to editors
For images of Steve Jones and further information, please contact:
Abbie Cohen / Lisa Crawford  T: 020 7 861 2525

For samples please contact:
Gemma Tomkys at Lee Publicity T:  020 7359 2288

Survey conducted on in June 2010
Total number of respondents – 3,000 British adults

Goodsouls styled by Steve Jones is on sale from 28th June 2010 visit for more information

Further notes about
Offering a revolutionary way to shop, provides customers with a mix of exclusive celebrity clothing ranges, from men’s shoes, through to women’s dresses, as well as the latest gadgets and homewares and interactive forums. is part of Shop Direct Group

Celebrity designers for include Fearne Cotton, Holly Willoughby, Denise van Outen and Jasmine Guinness

Shop Direct Group is the UK’s largest online and home shopping retailer with sales of circa £1.7 billion.

The Group has 5m active customers across the business and employs around 9,000 people.
Brands within the Shop Direct Group portfolio include Littlewoods,,, Littlewoods Ireland, Littlewoods Europe, Additions, Great Universal, Choice, Kays, Empire Stores and Marshall Ward

Shop Direct Group is the 2nd largest online clothing retailer in the UK, 3rd largest furniture retailer in the UK, 4th largest sportswear retailer in the UK and 5th largest electrical retailer in the UK
Shop Direct Group Financial Services offers customers a wide range of credit, insurance and warranty products.

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