Sartorial experts are warning Gordon Brown he is losing a 'Battle of the Ties' with trendy Tory leader David Cameron.
The Prime Minister suffered a barage of criticism after announcing a 12 month holiday on stamp duty in a bid to beat the UK's financial crisis in the face of the Credit Crunch.
But the PM is in for more bad news after style experts pointed out he is way behind his Tory counterpart Cameron in the style stakes.
Experts say Mr Brown's creased, monochrome favourites make him look 'scruffy' while Cameron's fashionable neckwear portray him as 'smart' and 'sophisticated.'
The Prime Minister recently said in a TV interview: "People are always trying to tell me to wear different colour ties.
"I don't really take it too seriously. In the end I think you are who your are.
"Although when my wife Sarah gives me advice I'm very happy to take it."
But Master Tailors argue the dour Scot should sharpen up his wardrobe if he hopes to successfully lead the country through the impending recession.
Yorkshire tie weavers Masons Designs say Mr Brown is wearing 'cheap, unattractive' ties which seriously detract from his public image.
A spokesperson for Masons Designs said: "Image is very important to politicians and the tie is traditionally the most distinctive part of a man's attire.
"Gordon Brown regularly wears ties which look very tired and creased. They are usually of a single colour and most often a very bright red.
"A real quality tie would never show creases so the fold marks he sports show he is wearing cheaper, poor quality neckwear.
"David Cameron is never seen with creases in his ties and neither was Tony Blair.
"People take a man more seriously when he looks the part, and at the moment Gordon doesn't seem to take his appearance seriously.
"He urgently needs to smarten up his wardrobe of ties and should throw out any that are sub-standard and replace them with quality UK-made garments."
Mark Smith, of Seppi Ties, of Royton, Herts, believes Mr Brown's shoddy ties are down to a lack of care and attention.
He added: "Top quality ties should always look crisp and never creased.
"The fact that Mr Brown's ties are creased is most likely cause by lack of care and attention on his part.
"It would appear that he folds them up haphazardly, rather than looking after them as he should.
"Appearances count and Mr Brown should present himself at his best.
"Looking after his ties would make him look like he means business in the face of the Credit Crunch.
"If he wants to look a sharper, my advice to him would be to roll his ties up when he takes them off and consider getting them dry cleaned and pressed more often.
"David Cameron pays a lot of attention to his ties. They are always smart and well-knotted and free of creases.
"His ties give out a message that he is smart and sophisticated."
Professional image consultants say Mr Brown's 'tired' style is embodied in his unkempt ties.
Style gurus are also convinced Brown's public image could be further tarnished unless he adopts a more modern approach.
Sally Hanley, of First Impressions UK, said: "Everything about Gordon Brown's style screams out-dated.
"His suits, shirts and especially his ties are extremely dull and dowdy.
"At the moment, David Cameron is winning the image battle by a country mile.
"Cameron is young, sharp and full of exuberance and his style reflects this.
"Brown's style is is old and very dull, which pretty much sums up the public's perception of him.
"If people think Mr Brown's style is sad, they will transfer that thinking to his policies."
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