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Adili relaunches a more accessible Ascension

Ethical etailer Adili has relaunched Ascension, the womenswear brand it rescued in April, in order to target a younger market.

Ascension is a casualwear brand geared towards 18- to 35-year-olds. It will be sold via Adili’s website but the etailer will also wholesale the pilot capsule collection ahead of a full launch for autumn 08.

The collection consists of jeans, printed T-shirts and hoodies. The brand has been updated with a new black and white contemporary logo.

Prices for Ascension are in line with middle-market high street chains with T-shirts retailing at about £19, and jeans from £45. Adili hopes to have 70 stockists by the end of the summer. Adili product manager Eleanor Freret said: “We want it to be accessible. With the new logo, we hope to stamp a strong identity on the brand.”

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