Is it a lumberjack convention? A dodgy country and western band? No, sadly this grainy iPhone shot features Milestone’s Ian Sutton and Peter Wilkinson with two chums, who all turned up to the pub one night in matching check shirts. Three were proudly sporting the Superdry brand (Ian had the temerity to go for a Paul Smith). After much laughter and a few funny looks, it did get us talking about the rise and fall of brands and how Superdry, the faux Japanese label from Cheltenham, had caught the zeitgeist so well. Brand founder Julian Dunkerton will apparently pocket £80 million after floating the business on the stock market this year. Not bad going for a brand launched in 2003. The brand has grown rapidly thanks to brilliant mix of design, quality and value plus endorsement from A-listers like David Beckham.

But with brand over-exposure like this picture reveals we think they may be in need of some new brand ambassadors.