I Know What Guys Like: The Brit Shop, Heartless, Gets To the Heart of the Matter

Heartless? That's a little harsh. The boys who run the eponymous high-end men's boutique, situated two hours outside of Central London, are just, well, brutally honest. They don't shy away from admitting that their target customers have cash and should blow it on the shop's wears of Yohji Yamamoto, Balenciaga, and YSL. If need be, the owners, former footballer James Brown and retail darling, Darren Rudland, will send their vintage Lambo's, Ferrari's, and VW's around to sweep you off your feet. Chauffeured to the store, you'll be met with a spread of food and drinks and a private shopping excursion within the skeleton wallpapered walls. Aww, and you thought the boys at Heartless didn't care!

Heartless is located at 179 Queen's Road, Buckhurst Hill, Essex, 020 8559 0520; www.areyouheartless.com

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