The collaboration launches on 25 February. It reworks Paul & Shark’s classic styles and is designed to target a more fashion-conscious customer.

Key pieces include the brand’s trademark blue sweater, which has been resized and remade in nylon, and given fluorescent details. Coats in the collection are reversible.

Wooster has more than 30 years of industry experience, and has held senior positions at Polo Ralph Lauren as well as at Neiman Marcus. He most recently serving as senior vice-president of American retail chain JC Penney from 2012 to 2013.

He founded his own agency, Wooster Consultancy, in 2001.

Wholesale prices range from £59 for a T-shirt to £473 for a coat. [email protected]