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Electronic music inspired brand launches

Music inspired menswear brand Subspecies has launched for autumn 13 with former Boxfresh managing director Daniel Morris on board as a consultant.

The brand has been launched by the team behind Fila Vintage and is inspired by electronic music and created in collaboration with producers and creatives from the world of electronic music.

Morris said there are some DJs in the electronic industry who are also graphic designers and have helped to design the collection. “There are really strong graphic designers out there and electronic music focusses on graphics as well, so it is a good marriage,” explained Morris.

The range comprises 40 pieces including boat neck T-shirts, long sleeve T’s and polo shirts, which all feature linear, monochrome and minimal graphic designs. The range also incorporates shirts, sweats, bomber jackets and caps, taking inspiration from the 1970s and 80s.

Morris added: “It’s well merchandised in terms of colours. The important thing for a new brand is to be able to merchandise the product well in stores.”

The brand will be targeting “top end cool indie” stores, as well as some multiples said Morris.

It is offering retailers a 2.8x mark up with wholesale prices starting at £9 for T-shirts and jackets topping the range at £44.

Subspecies will show at menswear trade show Stitch next week at the Business Design Centre.

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