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Boohoo to launch men's tailoring line

Young fashion etailer Boohoo.com will launch a capsule men’s tailoring collection at the end of August, to capitalise on the trend towards smarter dressing.

The autumn 15 collection will comprise four jackets, four pairs of trousers and four waistcoats made from materials sourced in Italy. A three-piece suit will cost less than £100.

The etailer will also increase the options in its shirting offer, including introducing new neck shapes and collar detailing. Details are yet to be confirmed.

Boohoo is working on a marketing strategy and said the tailoring collection will be extended in 2016 if the trial is successful.

Menswear designer James Pilcher said: “This is the first true tailored range we’ve done at Boohoo. We’ve seen menswear getting a lot more tailored; it’s been trending for a while now. With the lower price points, we want to open it up to a younger customer.”

Earlier this month, Boohoo announced it will sell a trial collection of around 100 items of womenswear through Asos.com from May. Pilcher said the men’s range would eventually roll out to this platform.

See the May 9 issue of Drapers for an interview with Boohoo joint chief executives Carol Kane and Mahmud Kamani.

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