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Young Fashion Brand of the Year: Luke

Young fashion brand Luke continues to serve up compelling product while at the same time moving heaven and earth to support its core of indie stockists through the rocky trading period.

Luke refuses to be tempted by huge orders from multiples or department stores, despite the cost and delivery pressures faced by the branded supply sector. It has stayed true to its founding ethos of championing the independent. It has even used indie partners to kick off retail expansion plans, engaging key stockists as franchise partners so both parties can share in the brand’s success. Co-founders Luke Roper and Simon Poole have built up an outstanding market reputation as a result and it’s their integrity that sees Luke walk home with this year’s young fashion accolade.

Finalists

1. Diesel

Its return to streetwear trade show Bread & Butter and clever ad campaign this year has won Diesel support. This is a brand that’s turned its product around and gone back to its indie roots.

2. Firetrap

A strong outerwear and knitwear selection along with its extensive denim offer has earned Firetrap a place on the shortlist. Good product supported by good PoS means this brand keeps on selling.

3. Fred Perry

Fred Perry’s reinterpreted classics have held it in good stead with the heritage trend that was popularised in 2010. A collaboration with pop star Amy Winehouse also pushed its cool credentials.

4. G-Star

G-Star has been one of the most copied brands out there in 2010, which demonstrates it is still the one to watch in the style stakes. Great ad campaigns have kept consumers engaged.

5. Superdry

Strong branding has seen Superdry flourish in 2010 as one of the best-performing brands in its sector. T-shirt sales and a strong outerwear offer for autumn have led the way. This brand continues to make a big impact in retail.

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