French men’s casualwear brand Chevignon is relaunching in the UK for autumn 11 after a 17-year absence.
The brand was founded in 1979 but was phased out of the UK after being bought by young fashion brand Naf Naf in 1994. It has 50 standalone stores and 950 wholesale accounts worldwide.
Chevignon’s autumn 11 range includes its iconic Togs Unlimited padded jacket, which comes in a variety of colours including violet, red, green and yellow. It will have a wholesale price of £166. The brand will be sold in the UK by distributor A Number of Names, which also sells Billionaire Boys Club and Gourmet.
A Number of Names will add sweatshirts, shirts, polos and jeans at a later date. Spring 12 will see the re-emergence of its leather flying jacket.
UK brand manager Craig Ford said: “Everything goes around in cycles. Just now there is a massive trend for classic American clothing, whether it’s preppy or American workwear. Chevignon is a French guy’s interpretation of American clothing.”
Ford said a broad range of customers would be targeted: “The bright colours and branding appeals to quite a young consumer, but then it also appeals to an older consumer who remembers it from the first time around.”
Chevignon is targeting men’s indies including Present in London, Manchester’s Oi Polloi and Bournemouth young fashion retailer Richmond Classics, as well as indie mini-chains Choice and Flannels.
Ford said he was particularly targeting indies that have been around for 20 years and that would remember the success of the brand the first time, said Ford.
He added that Chevignon would also like a department store stockist. The brand is also considering opening standalone stores in the UK, but has no firm plans in place.