Flat cap sales soar in South

8:48am Friday 30th March 2007

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A MODERN take on traditional flat caps are enjoying a popularity surge among shoppers in the South.

Asda has seen flat cap sales increase by 82 per cent in stores in Southern England over the past two years.

Its country-style burgundy and brown flat cap sells more than three times as many in the South as in its stores in the North.

But the flat cap's traditional Northern heartland - including towns like Bolton, home to iconic steeplejack Fred Dibnah - is still a stable market, the supermarket chain said.

An Asda spokesman said: "A new generation of flat cap wearers such as Guy Ritchie, David Beckham and film star Samuel L Jackson has given it a trendy image - known as retro hunting chic."

The chain's George fashion range sells flat caps in traditional tweed style, plain blue and plain white priced at £4 each.