Steve Jones urges guys to 'smarten up for summer'

As millions of British men set off on their summer holidays, a new campaign to get men to ‘Smarten Up for Summer’ urges them to replace their embarrassing swimwear before they fly off. The campaign is inspired by a new consumer survey, where wearing Speedos was voted one of the top 10 summer fashion sins for men.

The ‘Smarten Up for Summer' campaign is being led by T4 presenter Steve Jones.

The survey of 3,000 people, commissioned by online fashion store Very.co.uk, highlighted the worst male summer fashion sins and revealed the lazy shopping habits of many men.

As many as one in 10 men say they only go shopping once a year – which may explain why so many men continue to embarrass us with their holiday fashion choices.

Another top holiday fashion crime as voted for in the survey is the typical Brit-abroad uniform of football shirt and shorts.

Other holiday fashion crimes uncovered include wearing sandals with socks and clashing Hawaiian shirts and shorts.

As a result of the survey, the ‘Smarten up for Summer’ campaign was set up to get our menfolk better dressed, both at home and abroad, this summer and is being led by TV presenter and fashion icon, Steve Jones, who is also the ambassador for the ‘Goodsouls’ range from Very.co.uk.

Steve admits that even he has “been guilty of fashion sins” from time to time, but has made no comment on whether he has ever worn speedos!