Leading UK retailer Debenhams has revealed the most unlikely of fashion superstars.

Spearheading the new clothing line to hit the high streets is the famous British walker Alfred Wainwright.

Wainwright is more commonly known for his walking guides to the Lake District, along with a reputation for foul moods to suit the foul weather. He is renowned as a notoriously bad dresser, which in some part could explain the new wave of counter-chic. Over the past two years, his fame has increased markedly thanks to a host of radio and television programmes about his life.

The public exposure has cascaded down from the cliffs to the high street in that time, with demand for walking boots, rucksacks and all-weather, hiking-style clothing soaring, leading Debenhams Director for Menswear Buying, Paul Baldwin, to call the new trend ‘Wainwright Chic’. Baldwin claims that both women and men across Britain have taken to the rugged outdoors look, and that the hill climbing image usually reserved for the most extreme of weekends has now found a place in everyday wear. In the past, specialist clothes such as Wainwright’s defining look were the preserve of nature enthusiasts and train-spotters only, but Baldwin says they are now just as likely to appear on the streets of Chelsea and Kensignton as Scafell or Grisedale Pike.

The Wainwright look usually involves a woollen jumper, belted coat and aged flapped-ear cap. These are most often complemented by trousers that use braces rather than a belt for support and which are tucked in to thick woollen socks. The choice of footwear is traditionally unstylish but highly functional.