Ben Sherman and the agency Fresh Britain team up to present us the daily life of George, a senior officer of the British Special Forces, through a trilogy of films. George tells us about his past experiences and how the “buttoning-up” influenced his daily life. The trilogy shows the three requirements that a man needs in his life: preparation, ritual and respect. Making the bed, ironing the crease of his trousers or close the last button of his shirt are simple things in life that require discipline; discipline becomes a lifestyle. Buttoning the collar of his shirt is the modus operandi of Ben Sherman since 1963; a deliberate act and a personal choice that reflects one’s personality and brings a personal touch to our look. This film series was created to coincide with the launch of the Ben Sherman Fall/Winter 2014 The Original Since 1963 Button Up campaign. Discover the first two short films below.