Fourth & Main

THIS SHOP IS NOW CLOSED:Gents working around Soho (that's mostly media and advertising types) seldom give tips on how to pull off that creative, smart/casual look. If you want in on the secret, try London label and store, Fourth & Main. Its collection of unlined blazers, linen shirts and slim chinos will guarantee effortless cool. You won't have to splurge too much either, as simple pricing (chalked up on a black board) has tees at £30, shirts at £65 and trousers at £80. If you fall for the label hard, it also doubles up as an achingly fashionable journal, which is free to pick up in-store.