Next launches range that makes men’s feet smell sweet

High street retail chain Next is hoping to make smelly feet a thing of the past by launching a range of antibacterial socks for men.

The socks, to be launched as part of the retailer’s autumn and winter collection, contain an antibacterial substance that kills the micro-organisms which cause the smell.

A spokeswoman for the fashion retailer says that if the men’s range is successful the company may launch a separate range for women.

She adds that the treated socks will cost no more than the regular range sold in Next stores at the moment.

The antibacterial substance also strengthens the material, making it less prone to holes and the colour less likely to fade.

While many high street clothing retailers have seen their sales fall in the past year, Next, founded by fashion guru George Davies, seems to have bucked the trend.

Like-for-like sales for the first quarter of this year were nine per cent higher than the same period last year, while Next Directory, the online and catalogue operation, posted a sales increase of 18 per cent.

The company has also moved into larger stores and expanded its range to encompass gifts, homewares and baby clothes.

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