A while ago I read about the fashion brand, Ted Baker, jumping on the mobile bandwagon.

I like to find out about these sorts of things. Other brands have entered the mobile marketplace before Ted Baker and, in some cases, done a reasonable job. While they might not be my cup-of-tea (or glass of Irn Bru), some folk love them.

I have to draw the line somewhere though and I thoroughly tripped right over the line yesterday when I was walking by Carphone Warehouse on Tottenham Court Road.

I glanced in and noticed this:

That’s right. A Ted Baker concessionary stand featuring the Ted Baker branded handsets.

Rubbish.

100% rubbish.

I don’t know if I’ve ever seen such a cynical stick-our-label-on-it approach from a fashion brand before. This is nothing short of ridiculous.

Three Samsungs and an HTC Touch, coloured pinky purple. That’s the ‘exclusive’ collection.

Nothing different.

Nothing designed.

No thought, no flair, certainly no Ted and no Baker.

Appalling.

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