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While many aspects of London-made menswear are unrivaled in tailoring and construction, garments purchased from long-established manufacturers often come with a hefty price tag. In a response to this reality, Daniel Jenkins has founded Purposeful Activity, a label that addresses a demand for reasonably-priced apparel made using British materials and with British makers. A welcome addition to the landscape of London men’s fashion, Jenkins designs with elegance and useful details in mind, creating clothing with the idea being that you wear it, rather than have it wear you. A small range of pieces has been launched thus far with shirting starting at £105 GBP (approximately $170 USD), and coats starting at £275 GBP (approximately $445 USD). Purposeful Activity is available for purchase here.