British brand Barbour is launching a new sub-brand, Barbour Beacon, for autumn 18.
Designed for a younger demographic, the 40-piece menswear collection offers a more youthful take on the company’s heritage, mixing signature outerwear styles with a more branded look.
The range focuses on the market’s current outdoor trend, featuring logo T-shirts, long-sleeved polo shirts, logo jumpers and tracksuit trousers. A hiking style unlined fleece jacket, the Barbour Beacon Egremont Fleece, is key to the new collection, an dfeatures contrast-colour branding and binding.
Classic items such as waxed jackets come with orange linings, while the brand’s famous quilted jacket will feature statement contrast-colour branded buttons.
The collection will launch at wholesale via Topman, Selfridges and independent retailer End, as well as Barbour’s Carnaby Street store in central London.
The sub-brand will also be available via a dedicated website, barbourbeacon.com, separate to the main Barbour website.
Wholesale prices range from £8 for a cap to £91.60 for a waxed jacket.
The Beacon name comes from a lighthouse located at the mouth of the River Tyne in the north-east of England, and was the first name given to the brand’s outerwear back in 1908.
Barbour global marketing and commercial director Paul Wilkinson said: “Barbour Beacon encapsulates the authenticity and heritage of Barbour with a youthful look and personality that will appeal to a younger demographic.
“The Barbour Beacon logo is an authentic image from the Barbour archive which we have used as a strong branding device to target a younger consumer.”