The trendy revival that 'sunk Boden's profits': As the fashion brand's boss admits he 'effed up', FEMAIL reveals how it shook off its 'mumsy' image to become a celebrity favourite

The once 'mumsy' UK brand has seen a celebrity (and royal) revival in recent years - but according to boss Johnnie Boden, this new 'trendy' image may not have been the right choice.