Arcadia is debuting a Scandi-inspired menswear label, which will be stocked at Zalando, Asos and Burton.
Called FoR, the brand will be sold online from 1 May. The collection has 60 items.
The label is designed in house, and aims to be an affordable alternative to labels such as YMC and H&M group brands Cos and Arket.
Prices range from £10 for a T-shirt to £60 for outerwear. Products include shirts with boxy fits, wide-cut trousers, patterned shirts, block-coloured separates, denim, outerwear and pastel bowling shirts.
Karen Hall, head of design for FoR, said: “I wanted to create quiet pieces that speak volumes. By obsessing about the cut, the detail and the fabric the FoR collection arrives to please menswear fans of clean understated style.”