I do not understand Zee & Co, the UK high street retailer. On one hand, the window displays look great. The shop on my high street carries lovely Barbour jackets and sharp gingham shirts. I ought to love this place. But when I go inside, it's chav-central. The brands and prices are mid-to-high end, but the folks in the shop look like more of a JD Sports / Wetherspoons pub crowd. As a non-Brit, I do not understand this place at all, and feel more comfortable getting Ben Sherman and Fred Perry shirts at John Lewis instead. Am I missing something? Is it SF-approved?