US premium denim brand Hudson is to reintroduce a men’s line in to the UK for the first time since 2008, when it abandoned the wholesale menswear market.
The brand, which model Georgia May Jagger fronts, and which sells womenswear via stockists including House of Fraser, Figleaves, Harrods and Selfridges, launched menswear on a wholesale basis in 2008 but discontinued it after creative director Ben Tavernitti took the product in a different direction.
Tavernitti changed the design and the structure in the company after one or two seasons, which meant the product did not fit the stockists at the time.
The premium denim brand will now reintroduce straight legged, relaxed fit and classic mens styles for SS12, wholesaling for between £73 and £90 and retailing between £189 and £200. It has secured 12 stockists including Collen & Clare, an independent store based in Southwold, Thame-based store Gallant and Brighton indie, Motto.
Sales agent Mark Hickling of Marc Alexander Agencies has taken on Hudson’s men’s distribution in the UK, having worked with brands such as Sand, Hugo Boss and Ralph Lauren.
He will target premium independents who stock similar brands including Jules B, Jesmond, Newcastle; Flannels, Manchester and Van Mildert, Durham.
Department stores including Harrods and Selfridges will also be targeted to take on the men’s brand, on the strength of the existing women’s line.
According to Hudson, there has been a return to a more clean premium denim in the men’s market and Hudson fits that requirement.
In August 2010, the premium denim brand opened a 1,000 sq ft showroom on Charlotte Street, London, which is still in operation. Agent Peter Simons sells womenswear, counting Selfridges, denim independent Trilogy and St Albans-based womenswear boutique The Dresssing Room among its 120-plus UK doors.
The brand signed up model Georgia May Jagger, the teenage daughter of Mick Jagger and Jerry Hall, to front its ad campaigns in 2009.
Hudson, which features a distinct Union Jack logo, was started in Los Angeles in 2002 with the intention of bringing together a British attitude with “laidback Californian styling”.
The product is made in the US with premium denim from mills in Europe and Japan. For women’s, its “bottom-enhancing flap pocket” and “innovative stretch fabrics” are key features.
The brand claims to have a celebrity following that includes Cameron Diaz, Rihanna, Sienna Miller, Kate and Pippa Middleton.