Danish contemporary brand Day Birger et Mikkelsen is to launch a womenswear sub-brand aimed at a slightly younger market than its mainline.
2nd Day will launch for autumn 11 with an initial collection of about 120 pieces. The brand said 2nd Day would provide “contemporary designs with a bohemian feel” and focus on jeans, jerseys and dark leather.
Founder Keld Mikkelsen said the sub-brand would target a slightly younger age group than Day Birger et Mikkelsen’s over-35s. “2nd Day is all about being 25, [when] you’ve not reached your destination yet.”
Wholesale prices will range from £25 to £300 - slightly lower than the Day Birger et Mikkelsen mainline, which ranges from £30 to £500. Mikkelsen said there would also be more pieces at entry-level prices.
The 2nd Day concept was created due to demand from retailers, but Mikkelsen said he only expected 30% to 40% of mainline stockists to take the sub-brand as well.
“I’d be really proud if a certain percentage of our mainline distributors said no to the second line, because [that would mean] we did it right”, he said.
Day Birger et Mikkelsen has 111 stockists in the UK and Republic of Ireland. 2nd Day will launch at womenswear show Pure London, which runs from February 13-15 at Olympia in London.