Alongside these new, cheaper clothes came innovative and aggressive marketing. ‘Ikey cords, cut up slap with the artful dodge and fakement down the sides, 10 bob’ were the words emblazoned on the façade of one East End London establishment. This, roughly translated, meant a pair of fashionably cut corduroy trousers with a stripe down the side for about 40 per cent of the price you would pay if you went to a tailor for the same garment.
