88% matchWhite Stuff
Embroidered, print-led British casualwear for families
What changes: High-street store estate and homeware focus rather than catalogue DTC
Brand profile
Boden
British independent label known for boldly printed, colourful womenswear and childrenswear, sold online, by catalogue and through partners including Nordstrom and Next.
LondonOrigin
UnisexFocus
Urban prep / IvyStyle
$$Price
What to know about Boden
Menswear was the starting point
Johnnie Boden launched the label in 1991 as a menswear mail-order catalogue; it now spans women's, children's and babywear, with shirts and knitwear still the men's core.
Colour and print, not neutrals
The house signatures are Breton stripes, brightly coloured knitwear, printed jersey and cotton, and rainwear — prep and workwear shapes done in loud palettes.
Direct-to-consumer at real scale
Still founder-owned and independent, it sells mainly through its own channels and a printed catalogue, reporting £362.8m in 2024 sales plus wholesale at Nordstrom and Next.
How Boden fits
Overall fit
true to size
Boden menswear is generally reported to fit true to size with a comfortable regular cut, though some pieces run slightly generous.
Tip: Order your usual size; size up only if you prefer a roomier fit or plan to layer.
Medium confidence · based on 8 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Shirts & overshirts | true to size | regular | Take your usual size; size down if you want a trimmer silhouette. |
| Trousers & pants | true to size | regular | Order your usual waist; check inseam options as lengths can vary. |
| Jeans & denim | true to size | regular | Take your usual jeans size and choose the named fit for the leg shape you want. |
| Jackets | slightly large | regular to relaxed | Consider sizing down if between sizes, as outerwear can run a touch roomy for layering. |
| T-shirts & graphic tees | true to size | regular | Stick with your normal size for a standard fit. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
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Boden fit questions
Does Boden run big or small?
Boden fits true to size. Order your usual size; size up only if you prefer a roomier fit or plan to layer. Boden menswear is generally reported to fit true to size with a comfortable regular cut, though some pieces run slightly generous.
How does Boden fit?
Boden menswear is generally reported to fit true to size with a comfortable regular cut, though some pieces run slightly generous. Overall shape: regular, slightly relaxed.
How do Boden shirts & overshirts fit?
Boden shirts & overshirts fits true to size. Take your usual size; size down if you want a trimmer silhouette. Shape: regular.
How do Boden trousers & pants fit?
Boden trousers & pants fits true to size. Order your usual waist; check inseam options as lengths can vary. Shape: regular.
How do Boden jeans & denim fit?
Boden jeans & denim fits true to size. Take your usual jeans size and choose the named fit for the leg shape you want. Shape: regular.
Brand facts
Boden is a British direct-to-consumer clothing label founded by Johnnie Boden in 1991 as a menswear mail-order catalogue and now covering womenswear, childrenswear, babywear and menswear. Signature pieces include printed jersey and cotton dresses, floral midis, Breton stripes, brightly coloured knitwear and rainwear, still marketed partly through a printed catalogue. The company stays independent with Johnnie Boden as owner and creative director; Ben Dreyer was named CEO in 2025. It reported £362.8m of sales and a £34.6m pre-tax profit for 2024, selling wholesale via Nordstrom and Next.
- Founded
- 1991
- Origin
- London, United Kingdom
- Made in
- Asia
- Price
- $$
- Focus
- Unisex
- Facts checked
- September 2026
- Styles
- Urban prep / Ivy, Minimalist / Contemporary, Workwear / Heritage