Staple split-hem trousers, contrast stitch denim and bound-edge shirts that have each become synonymous with DWF will line the rails at 18 Marine Drive, but Fletcher also introduces the Beach Shop, sitting proudly in the centre of the store. Here is an eco-friendly take on the traditional bucket and spade stalls the British seaside is known for. Fletcher has produced his own range of recycled frisbees, paper windmills, DWF sticks of rock wrapped in compostable wrapping to sit alongside organic cotton jerseys and pairs of swim shorts made using recycled plastics collected from the ocean.

The Margate summer outpost pulls in the nautical references seen throughout the AW21 collection, which features sailor-style wool overshirts paired with optic white denim jeans and ribbed fisherman style sweaters that come with sleeves slashed and front-opening zips added. Patchwork checkerboard styles first seen in Fletcher’s debut womenswear collection in February 2021 will also be made available for the first time in genderless fits and styles. The beaches of Margate and the further spread of the Kent coast was also the location of the DWF seasonal campaign that sees emerging actor William Franklin Miller lensed by Fabien Kruszelnicki.