Danish brand house Bestseller is launching a new young fashion womenswear brand, First & I, in December.
The 16-piece collection, which focuses on “good quality at affordable prices”, will launch in Bank, New Look online and Ark in December. An extended 19-piece range – 14 of which are exclusive – will launch on Asos.com in February.
The 90s-influenced label comprises bold prints and bright colours with striped midi skirts, crop tops and trench coats.
Allan Vad Nielsen, head of Bestseller Group in the UK, US and Canada, said: “The younger sister to Vila, First & I aims to take the fast fashion stakes to a new level.
“With smaller collections that are heavily trend-focused, the First & I range not only meets the demand for even shorter lead times that come with the ever changing fashion market, but offers the best-quality price point yet for the fashion house.”
Wholesale prices start at £3.33 for a long-sleeved top and range up to £12.60 for a trench coat.