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Bella Freud backer invests in Alexa Chung label

Peter Dubens, co-founder and managing partner of London-based Oakley Capital Private Equity, has been revealed as one of the backers behind Alexa Chung’s new label.

Dubens and his venture capital fund, Pembroke VCT, has invested alongside a group of wealthy individuals in Alexachung, which is due to launch in May.

The entrepreneur and investor’s background is varied but includes a stint selling novelty T-shirts that change colour when exposed to heat with Marks & Spencer heir Jonathan Sieff, which was sold to Coats Viyella for £8m in 1992. After that he acquired the UK licence to sell Vans trainers, which he sold to Vans six years later for $16m (£12.8m), the London Evening Standard reported.

More recently, he is known for backing Bella Freud’s fashion label both personally and through Pembroke VCT, which also counts footwear brand Kat Maconie, luxury men’s accessories label Troubadour and womenswear brand Me+Em as part of its portfolio.

“I don’t personally make investments in smaller companies any more,” he told Forbes. ”Alexa is my last one.”

Chung’s brand is set to launch in May this year with a full range of denim, daywear, eveningwear, shoes and jewellery. It will be priced at an “advanced contemporary” level at retailers including Selfridges, Galeries Lafayette,, MyTheresa, and Ssense.

The company’s managing director is Edwin Bodson, who was previously head of atelier at Haider Ackermann.

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