The filofax

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Who's doing it?

Apparently, cool people. Filofax has just appeared on the annual CoolBrands list for 2006, which is decided by a panel of such trendsetters as designer Ben de Lisi and Dazed & Confused editor Nicki Bidder. Filofax also sponsored Gharani Strok's show at London fashion week - and has brought out a limited-edition pocket organiser with the hip fashion house.

Why should I try it?

You don't just get a record of your social engagements, you get nice little maps, addresses, listings and so on. So you need never be bored on a bus or in a post office queue again. There may also be a small part of you that wants to relive your favourite Gordon Gekko/Dynasty/'Material Girl' moments of the 1980s - and that small part of you will love to feel your personal organiser weighing your shoulder bag down once more.


Remember that it's not just a jumped-up diary - it's an iconic product with a proud history. When the Filofax offices were destroyed in the Blitz, it was thanks to the foresight of secretary Grace Scurr that the company could be rebuilt (she'd kept all supplier and customer details in her own personal Filofax, which she took home every night). She eventually became chairman, and the Filofax rose to become the ultimate Yuppie status symbol - revenue increased from 75,000 to 12 million between 1979 and 1985.


Accessorise your Filofax with shoulder pads, big hair and a mobile phone the size of a brick. And don't assume that your friends are clued up enough to realise that it has gained iconic status - they might just think you haven't had enough social engagements since the 1980s to warrant getting a new diary.

Getting started

See if you can get hold of one of the Gharani Strok models - they're really pretty (the floral print design is taken from a piece of 1950s vintage fabric from Hawaii). After years of Blackberry use, it may take a while to get used to using pen and paper again, so keep entries short at first.