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Criminal Damage in women’s revival

Streetwear brand Criminal Damage is launching its first womenswear range in four years as it looks to expand overseas via a new website.

The 30-piece women’s range includes T-shirts, vests, sweatshirts, denim and varsity jackets. Wholesale prices range from £8 to £24, with a 2.5 to 2.8 mark-up.

Owner Sunny Aytan said the creation of the womenswear collection was to “sustain demand” from customers rather than signalling a move away from the core menswear line. The menswear range has received celebrity endorsements from singers Rihanna and Beyoncé.

The brand also plans to target overseas markets including Scandinavia, Asia and the US with the launch of its revamped website, which goes live on June 14.

The site, Criminaldamage.co.uk, will act as an international springboard. Aytan said the “growth and popularity” of the brand had inspired the move.

He told Drapers: “There’s big demand for us in Scandinavian countries, Asia and the US, so we are pursuing expansion in those markets first.”

The reworked site includes a live blog and social network hub, as well as a series of music-based competitions.

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