I declare from the outset that I like my threads. A sharp suit from Boss or Hetcher used to be my favourites. Shirts from Nigel Hall, shoes by Oliver Sweeney or Jeffrey West all used to have me reaching for the plastic with barely a thought for the cost. So what has happened? Well, the aforementioned  brands all still produce great gear, but somehow they have lost me as a customer/client. Perhaps I am a clothes snob, but Boss & Hetcher are now stocked in department stores and Hall seems to have lost that edgy-cool design element that I used to love. West & Sweeney just don't seem to have moved on and clumpy, rounded toes have just never been my thing. It is, of course, hugely subjective and I thank these companies for raising the profile of male tailoring over the last five years in particular.

However, brand loyalty is rooted in the sub-conscious and my favour has been won by new brands that seem to stand for something that little bit extra. Reiss is one such brand. Every major city has a Reiss store in the High Street which are characterised by a slightly 'dark' image. I cannot speak for all the outlets, but recent visits to branches in Birmingham & Bristol seem to justify the statement. In a previous life, I was a regular visitor to Reiss' flagship store in High Street Ken. and adored their clothes even then. Now the brand seems to have upped the anti.

Beyond the shopfitting, the clothes are superbly stylish. Sharply cut and dominated by this season's greys, browns and dark reds. And of course purples. The pair of women's shoes that dominate the left hand window in the Bristol store are simply to die for. Purple with black pattern, heels that scream sophisticated girl power and a fabric as sensuous as a Saturday night, just demand to be worn. Matching skirts and blouses provoked a gasp from the girl on my arm and the plastic was unquestioningly removed from my wallet.

By the time I reached the men's floor downstairs, I was already a few hundred quid down, but captivated by the array of ties, suits and shirts that dominated my eye. The fact that the instore hi-fi started playing the second Nouvelle Vague (www.nouvellesvagues.com) album only enhanced the brand seduction that I was experiencing. I managed to resist the suits, but quickly purchased a couple of shirts and ties which I justified in my own mind as a much-needed Autumn collection. As if....

The staff were great too. Fun and informed without being pushy. Sympathetic and not at all patronising which is something many of those oh so trendy boutique shops in Bath could learn from.

The flash website (www.reiss.co.uk) reinforces all the company brand values with an emphasis on both sexy and contemporary. The global expansion plans of the group are outlined in the About section with an air of confidence and corporate ambition that captures the essence of the clothes themselves. So, congratulations David Reisse for the vision thing that your brand has become. Inspiring stuff for entrepreneurs and marketers everywhere.