It is called a shirt “wall of frame”, and it is specifically geared to making the clothes shopping experience easier for men.

Coral Coast Clothing, on Front Street, has picked its top 20 dress shirts and put them in individual display frames that adorn one side of the shop.

Beneath the frames are racks where the shirts can be inspected and tried by customers.

The idea of the wall of frame is to enhance and ease the customer experience. Sam Outerbridge, co-founder of Coral Coast Clothing, said: “Most men are overburdened by the selection of clothes in the stores. We make it easy by highlighting our top 20 dress shirts at the current time.”

The wall of frame is part of a remodelling of the shop, which is opposite the Hamilton ferry terminal.

Coral Coast has also produced a video to highlight its new designs and to launch its latest performance golf line. The company will be showcasing both the video and the clothing lines at the PGA Show in Orlando next month.

“We are going to bring Bermuda to the golf world and show that we are the pinnacle destination,” Mr Outerbridge said.

In the dress shirt range there are 24 new designs and patterns, with button threads matched to the colour of the Angelfish logo on the shirts, and the Bermudian-themed front placket of the shirt. The themes are tree frog, longtail, sand dollars and an image of the Bermuda islands.

Coral Coast has also released its first pair of Bermuda loafers. The loafers were designed in Bermuda and handmade by a family business in Portugal. They are made from soft leather and have the Angelfish and Bermuda islands detail on the heels.

Also on sale are new Bermuda Island hats, which can be worn for a number of activities, including tennis, boating, golfing or while out on a stroll.

The company offers a free-styling service, where it will suggest the best clothing match based on a person’s skin tone.

During the holiday season, Coral Clothing is offering free fitting, free wrapping and delivery.

Coral Coast Clothing has a website at http://www.coralcoastclothing.com