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Austin Reed updates Viyella menswear

Austin Reed will launch a Viyella menswear collection into selected stores this autumn, its first since buying the business out of administration in February.

The Viyella menswear range will be the first to be designed by the Austin Reed team and features an updated country gent look. Viyella’s menswear range was previously focused on shirting.

Austin Reed’s Viyella menswear collection features cords, tweed blazers and wax jackets alongside the brand’s classic check shirting ranges. The look is given a sharper fashion twist by pairing jackets and knits burnt orange and yellow trousers.

Viyella menswear will go into selected Viyella stores and Austin Reed stores in September. There are no immediate plans to wholesale the collection.

Austin Reed bought the Viyella brand and 21 standalone Viyella stores and 16 concessions from administrator Poppleton & Appleby in February.

Austin Reed is also launching a range in collaboration with Savile Row tailor Richard James called The Cut by Richard James. Featuring a slimmer block than the Austin Reed mainline, the 10 suit styles will retail for around £500. The collection also includes shirting and will go in around 20 Austin Reed shops in September.


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