The 2008 Thomas Pink ‘look book’ takes the brand back to its roots, focusing firmly on the retailer’s expertise in shirts. The new approach and introduction of the discerning ‘Mr Thomas Pink’ character was the brainchild ofYellowdoor, Mary Portas’ fashion/retail agency. totalcontent developed a tone of voice to complement the new direction, supplying descriptions of Pink’s different styles and cuts of shirt, and highlighting the fine details that set them apart. Our words sat alongside a lyrical passage on the delights of Jermyn Street by author and screenwriter William Boyd.

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