The Mad Men Effect (in Essex)

Don’t switch sites just yet. Articles on Mad Men’s style reached fever pitch last year (and will again now that the third series is on) but there have been a few genuine trends coming from the show, and it’s not where you think.

Outside of the narrow confines of ‘street’ style is a new trend for Essex boys. They've all gone a bit Don Draper. Kids who once aped Russell Brand's hairstyle (to the horror of every sane person in the land) are now overloading on brylcreem - whilst still wearing the requisite uniforms of baggy tracksuits.

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It’s a look confined to the coolest kids in Essex at the moment (We don't think the Sartorialist has been to Essex, so pictures are scarce) but it's one we hope to see grow in popularity – if only because it might make them scared of putting their hoods up. Mad Men continues on BBC4 tonight at 10pm