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Calm down Britpop fans, the story's actually about the bosses of women's fashion chains Oasis and Warehouse who have made their first move into menswear.
They've bought a Shoreditch-based start-up The Idle Man.
Launched in 2014 by a former Asos menswear buyer, the online site flogs big-name fashion brands and has a team of in-house designers.
Hash Ladha, Oasis and Warehouse group chief, said: "We can bring scale to The Idle Man's proposition as well as infrastructure support, and the brand allows us to tap into the growing demand for fashionable menswear through a credible and well-established brand."