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The Chav's haven for 'smart' clothing. Overpriced 'branded' designer (if you consider Nike/Adidas/Puma that) sports gear that is the [cornerstone] of the upperclass Chav's/Wally's/Scally's dressing style (lowerclass Chavs will resort to bootleg, [counterfeit] goods on market stalls). A Store containing [everything] from street corner ranges to 'Look at me blad, gayn to ma bredrins funeral/weddin layyk..check ma shoes innit doh' occasional clothing. Though clothing from that store is regarded as stylish - especially around the SE , E and N postal areas in London , the rest of the country and of society regard it as trash.
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