Young fashion womenswear label Daisy Street has relaunched this week, to tap into the popularity of athleisure and streetwear.
The brand’s handwriting was previously quite feminine and girly. The new collection features oversized T-shirts, sweatshirts and cami dresses.
The price architecture has also been stretched. Retail prices now start at £7.99 and range up to £59.99. Previously prices went from £12.99 to £49.99.
“We have evolved from a fast fashion focus to everyday staples, not losing the fashion element,” Tay Singh, director of Daisy Street told Drapers. “The inspiration for the new collection developed from the growth of the sports scene. Young women are embracing casual fashion, and the combination of sports and fashion crossing over more and more.”
The Daisy Street website relaunched on 21 November and features a bespoke T-shirt centre that allows shoppers to create their own designs.
It also has an interactive blog page that includes comments, advice and videos from female skateboarders Becky Jaques, Connie Gascoyne and Dina Hein-Hartmann.