This exponent of no-frills lifestyle has functional white cotton T-shirts, simply cut underwear, pants in neutral and plain colors, and navy-and-black sweaters that are all extremely popular. The merchandise is in complete harmony: white earthenware tableware on minimal steel shelving, cream duvets on understated maple beds, gray towels and skin-care products in white recyclable containers -- it's a lifestyle dream that defies the cumulative heaps in most mortals' homes. Branches are as follows: 187 Oxford Street, W1; 135 Long Acre, Covent Garden, WC2; 157 Kensington High Street, W8; 77 King's Road, Chelsea, SW3. Tube: Tottenham Court Rd.