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Brandwatch: Cuckoos Nest

This short-order label is feathering young fashion indies’ nests with its on-trend printed T-shirts and more, writes Graeme Moran.


Wholesale prices £9 to £50


Contact 08455 196571

If we had to pick two words to sum up menswear trends for spring 13, they would be print and pattern. One brand leading the way in this department is short-order label Cuckoos Nest.

Launched in 2009, the core of the brand is its bold printed T-shirts, with a selection of creative, statement-making styles ensuring it stands out from the young fashion crowd. Whether they be directional conversationals, slogan mash-ups or fun all-over photographic transfers, there is something for every customer, as well as printed sweatshirts, hoodies and vests.

Newly introduced button-down shirts and polos extend the offer, alongside jeans, denim shorts, jackets and accessories. Women shouldn’t feel left out either, with a smaller offer of T-shirts also available.

“Our structure means we can deliver our trends quicker than the forward-order brands, and this is proving successful,” says Cuckoos Nest sales director John O’Donnell. “Times are changing, and we felt [short order] was a more future-proof business model. In times of uncertainty we are helping the retailer have confidence in their buying decisions.”

And with more than 100 UK stockists, it is keeping buyers happy. “We like that the brand likes to take a risk on being ahead of the curve. There are so many brands that are happy to ride the coat-tails of others whereas Cuckoos Nest likes to push the boundaries,” says Rowan Hines, owner of Lancashire indie Room 14.

“Cuckoos Nest has a fantastic live stock system that we can log into and order from on a daily basis. It ticks the boxes on all fronts: it looks great, it’s well made, it’s distributed well and it doesn’t cost the earth.” What more do you need?

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