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Ex-Hugo Boss designer takes on mid-priced men's denim market

Former creative manager at Boss Orange denim Thorsten Bulander has revealed he wants to “create a bridge” between the high street and more expensive denim names, such as G-Star and Nudie, with new menswear brand Duel Denim, which he joined earlier this year.

Duel Denim wholesales at £20 to £36 across the four different fits (super-skinny, skinny, slim-fit and regular-fit). Bulander said: “We’re not a fast-fashion, throwaway brand, but we want to show people they don’t have to pay a lot for a high-quality product.”

Bulander said Duel Denim keeps prices down by working directly with factories in Turkey and Portugal. “Other brands are overcharging,” he added.

The brand, which launched in July, has 22 UK stockists to date, including menswear independent John Anthony in Bristol, and the Old Jeans Store in Truro.

It will add a straight-fit jean and expand the number of washes available from five to 18 for autumn 15, as well as adding jersey separates, including T-shirts, jumpers, cardigans and shirts.

Bulander worked on denim at Hugo Boss for two years until he joined Duel Denim this summer. “I loved the fact the brand was good value for money and I have a lot of freedom and creativity here,” he said.

“When you come from a big organisation there are a lot of people at each step of the design process. With a small start-up brand you can really grow the business and get involved with every aspect of the journey.”

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