Why IS everyone so bonkers for Boden? Never chavvy,never tarty,and never (heaven forbid) bang on trend,it's the catalogue that's a middle-classcult.But withits feel-good fashions carrying such hefty price tags ...(Features; Femail)

The Daily Mail (London, England) | October 29, 2009 | Copyright

Byline: by Leah Hardy

FOR Middle England, it's practically a cult. Members recognise each other not by obscure handshakes, but by retina-searing bright colours, 'ditsy-print' tops' and 'hotchpotch' frocks.

And if all that means nothing to you, I'll wager you are not, nor do you live with, a thirty or fortysomething middleclass mother. But if you are, and you don't have a copy of the Boden catalogue nestling somewhere in your kitchen, then frankly, I'll be amazed.

More than 20 million Boden catalogues flop through British letterboxes every year, ...

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