For their Spring/Summer 2014 collection campaign, the concept goes back to Ben Sherman’s roots as a shirt-maker. It is centred around buttoning up your shirt. In the press release, CEO Mark Maidment says, “Buttoning up the top button of your shirt is something that’s been done to Ben Sherman shirts since 1963. It is a deliberate style choice that exudes ‘Britishness’ and personal pride. It’s also an integral part of British style culture. Ben Sherman visually acknowledges this style decision with its brand new campaign – The Original Button Up Since 1963”