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Amazon launches Prime exclusive men’s own brand in the US

Amazon has launched a new menswear label called Buttoned Down in the US, which is exclusively available for its Amazon Prime members.

It comprises a range of non-iron 100% Supima cotton dress shirts priced from $39 (£30.99) in 72 size combinations, including Big and Tall sizes and classic and fitted cuts.

The shirts offer a satisfaction guarantee with 100% money back if the customer is not satisfied with the product at any time.

Amazon is pushing into private-label clothing and Buttoned Down is described as one of its first brands to launch exclusively to Prime members. The range is available for shipping to the UK, but is not listed on its UK website.

The etail giant already has private label fashion brands on its US website. These include men’s formal line Franklin Tailored, women’s casual clothing line James & Erin and contemporary womenswear brand Lark & Ro.

In the UK, the firm has made no secret of its bold fashion ambitions, and recruited former Marks & Spencer director Frances Russell earlier this year to spearhead an own label push.


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