If the saying on the soap fits then use it I say. From my super quick instore 'eye-spy' I gather quality and attention to detail pretty much sums up the A&W brand. These days we talk a lot about brand personality and experiences... and finding the right brand extensions is not always the easiest thing to achieve. With a gallery and indie cinema in the mix I'd say this is a clever use of 3 levels that delivers something a little different from your usual denim and designer threads store. Aubin & Wills 64 Redchurch Street Shoreditch.