MORE people are being given permission to ditch their suits and wear casual clothes to work.

Almost 40 per cent of workers are now donning T-shirts and jeans to do business and two thirds of these employees say they feel more comfortable in denim.

No doubt it will irk the more traditional that 40 per cent of these employees reckon they are more productive as a result.

A study carried out by Debenhams has revealed the rise in web-based companies run by trendy young entrepreneurs and a more relaxed attitude to doing business is behind the shift in office attire.

Here in Worcester, Hallow-based web technology company Postcode Anywhere proves that to be true.

"I'm not sure it was ever a conscious decision," said Jamie Turner, IT director and a founding member of the firm.

"A lot of people here have come from corporate environments where you were expected at worst to be in a smart shirt and tie. When you are starting up on your own, it's nice not to have that restriction. You do tend to relax and feel more comfortable. T-shirts and jeans is the level most people here reach. It actually looks a bit academic but that's good. People can be themselves."

Mr Turner said when customers visit the Postcode Anywhere offices they are advised to dress casually.

"There is no point to shiny shoes and smart suits in Hallow because they'll just get muddy," said Mr Turner.

The Debenhams survey revealed that while office attire has seen a revolutionary shift in recent years, with almost a third more Brits adopting the denim look at work, for one in 10, jeans are still only accepted in the workplace on Fridays.

Paul Moult, business communication and corporate manager for Bosch Thermotechnology UK, part of the Worcester Bosch Group based in Warndon, described his work attire as "a very boring, traditional suit".

"On the whole it tends to be suit and tie, or at least shirt and tie," he said.

"But we have uniforms for the workshop and they're starting to introduce uniforms for the shop floor as well.

"It's a shirt with a logo on worn with smart trousers."

Mr Moult said, considering the price of a good suit, some companies may prefer uniforms for financial reasons.

While more and more businesses feel that the laid-back open-collar approach to the boardroom gives the impression of being friendly, approachable and less formal, the Job Centre still advises people going for interviews to have a neat, tidy, clean and uncluttered appearance.

At Worcester City Council, workers often enjoy dress down days in the name of charity. "We don't have a formal dress code because we have a wide range of different jobs people do," said a spokeswoman for the council.

Britons now keep a staggering £13 billion worth of jeans in their wardrobe.

And that total is rising all the time as the Debenhams poll found on average we buy an extra two pairs of jeans each every year.

But despite our obsession with denim, more than two thirds of people say they have one favourite pair of jeans and a quarter say they feel annoyed when they go threadbare.

VOX POP SUBJECT: WHAT YOU SAYDani James, aged 26, works in the lettings department of Premier Places. "The dress code is smart casual, we cannot wear jeans," she said.

"When you are meeting customers face to face it is important to be smart. If you dress up you are more confident."

Dany Tam, aged 42, is the manager at the Four Seasons restaurant in Worcester. "I never wear jeans, I feel comfortable wearing a suit," he said.

"You have to be polite to the customer and you do not want to wear jeans. A suit gives a proper image."

William Jones, aged 27, is a director of Butlers in the Buff. "I wear jeans and a shirt, and sometimes wear a suit if it is important," he said.

"We do encourage the employees all to dress smartly and we have a dress down day every Friday."

Laura Deeley, aged 23, is a sales consultant at T-Mobile in Worcester. "We have to wear a polo shirt with a name badge, smart trousers and smart shoes," she said. "The uniform is comfortable and I feel professional. If you are dressed casual customers feel relaxed."Mark Chamberlain, aged 28, is a sales representative for Littlewoods. "We can wear whatever we want, including jeans, but I always chose to wear a shirt and tie because it is more professional," he said. "Wearing casual for work, I would feel a bit out of place."