What is it?
New label Citizenseven, the brainchild of two designers Barry Grainger and Neil Adams, who were lucky enough to secure the backing of Man City's Shaun Wright Phillips.
What's good about it?
The brand looks like producing some refreshingly un-fussy basics including chinos, sweat shirts and a Harrington, all of which will help form the basis of a quality wardrobe.
What's bad about it?
As great as these pieces are, if you don't buy into the 'Less is more' vibe, this may pass you by. You should do your best not to let it though.
Take a look at some of the pieces below and then log on to www.citizenseven.co.uk for a closer look and to buy.
Camel Harrington £185
Grey square cut tee £40
Camel chino £110
Grey sweat shirt £75