Bamford

Bamford grew out of Daylesford, and out of the same idea, that things made slowly from good materials are worth more than things made fast from poor ones. Carole Bamford, who built the Daylesford farm shop, opened the first Bamford store in Gloucestershire in the early 2000s, selling clothes in natural fibres, skincare grown and pressed without shortcuts, and the quiet, undyed-linen look that has since been copied everywhere.

It is the wardrobe and the bathroom shelf of the Daylesford world, sold from the same estate and from shops in London, all of it kept to the same sustainable, expensive, understated register. The Haybarn spas carry the wellness side of it. The cloth is cut loose and the colours are the colours of the fields it comes from.

It belongs to a particular Cotswolds, the organic, moneyed, beautifully dressed one that has made the hills fashionable again. The look is studied to seem unstudied, which is the most expensive look there is.

The oldest money here has always dressed this way, in good cloth worn soft and nothing that shouts. Bamford sells the manner to anyone who can afford it. The manner itself was never for sale, and the people who have it still tend to keep it to themselves.