Men’s fashion e-commerce start-up The Idle Man has landed over 1.25 million pounds in new funding from diverse new and existing investors.

Aimed at helping men pass ‘the pub test’, the fashion start-up has secured 258,000 pounds from Crowdcube investment, 510,000 pounds from existing investors Foresight Nottingham, and 500,000 pounds from new investor the Nottingham Pension Fund, reports ‘’.

The new cash injection will be used to build and invest in its own affordable brand offering which it launched in May with a collection of over 100 pieces, and to expand its team.

Launched in September 2014 by former ASOS executive Oliver Tezcan, The Idle Man targets men aged 18 to 34 with an interest in fashion but still “slightly reluctant [...] when it comes to style and grooming”.

It stocks an eclectic mix of established brands such as Levi’s and Timberland, local fashion entrepreneurs including Made in Chelsea’s Oliver Proudlock, and a growing list of new joiners that include the likes of Northface and Alpha.