I like him to look like a little boy, and not to wear clothes that I think older boys or even teenge boys would be wearing. And I like him to wear colours like red, rather than sludge colours or shades of blue and brown all the time.
At the moment, I get his things in Boots, Baby Boden (he is in the oldest size 3-4 now), or M&S (for the odd thing), BlueZoo in Debenhams (again, for the odd thing) but by far the most of his things from JoJo Maman Bebe. I like appliques (rather than transfers) and knits and definitely no slogans. And yes, I am quite aware that I am a fussy so and so!
I don't really want to spend £££ (High Street prices are fine), and this is the kind of thing I typically like:
www.jojomamanbebe.co.uk/pp+boys-tops-and+t-shirts - all of the bottom row of tops
www.jojomamanbebe.co.uk/pp+boys-jumpers-and+sweatshirts - the helicopter tank top and the stripey tank top next to it in red