Content Store’s in-house brand: Associate

London-based retailer the Content Store has launched an in-house brand: Associate. The brand's first collection, designed by Content’s founder Mark Batista, consists of three Oxford shirts.

The shirts are inspired by 1950s Ivy league style and are made from cotton sourced from Portuguese mills. Future collections from Associate will include a wider array of garments.

“We wanted to offer outstanding garments at an RRP that’s affordable,” says Batista. “And the last, yet pretty much most important rule is that Associate had to be a brand that we would all wear.”

Content currently has two stores in London, along with a concession store in Edwin, Exmouth Market.