Whether you are spending a day in Chelsea, Shoreditch, Soho, Clapham or Peckham we are all guilty of dressing for the postcode rather than what is our individual style and choice. It was only when recently I was with a friend of mine in East London who was wearing this super cool yet cutesy baseball cap with two pom-poms stuck on the top like minnie mouse ears. Yes it sounds horrendous! But it actually was pretty sweet and looked fucking great on her. Fast forward a 25 minute Uber taxi journey across to south-west London's Clapham and off came the cap and bomber jacket and on went a staple overcoat and in her words "The cap was too cool for Clapham". Yes you are probably right. But it made me think, why change, why let postcodes dictate our fashion choices, isn't fashion about personal preference, being different and your own creativity? So when we let our perceived impressions of certain areas influence what we wear more so than what we feel comfortable in, it's no longer fashion it's just getting dressed.