National Waistcoat Day and the Gareth Southgate effect
Southgate’s sartorial choices have drawn a lot of media attention during the World Cup, as he has worn his lucky waistcoat for every match so far. The Guardian reported that Marks & Spencer, the official clothing supplier to the England team, saw a 35% increase in waistcoat sales thanks to the “Gareth Southgate effect.” The retailer has now announced a national "Waistcoat Day" in an attempt to bring the team luck during the quarter finals:
M&S (Official Tailor to the England team) has been proud to see Gareth Southgate sporting his M&S waistcoat on the sidelines for all four of England’s games. And in a term many have coined the ‘Southgate Effect’, waistcoats have been flying off the shelves of M&S stores and into the online baskets on M&S.com. Sales of all M&S waistcoats have gone up by 35%. With 57 waistcoats available at M&S, starting from £19.50, there’s a waistcoat for everyone to show their support this Saturday.
David Binns, Head of Menswear Buying at M&S said, "England have reached the quarter finals, and frankly, we could not be more excited. With some saying THE waistcoat has been bringing the team extra luck we thought how better to mark the big game than launching National Waistcoat Day. Best of luck to the team – we hope they bring it home!"
So will Southgate's lucky waistcoat be a real thing?
It's looking like the 'It's Coming Home' waistcoat might well become a real thing after hilarious teaser videos started circulating from the official World Cup retailer.
Marks and Spencer tweeted a short clip of a waistcoat on a sewing machine where the word 'home' can be seen being stitched into the garment.
