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Fly London to launch clothing at Pure show

Young fashion footwear brand Fly London will unveil its first full clothing collection for autumn 10 at trade show Pure London in February to meet growing demand from its stockists.

Fly London will launch womenswear and menswear lines comprising more than 100 pieces, about 70% of which will be womenswear.

The collection has a heavy focus on casualwear such as T-shirts and sweatshirts, complemented by detailed dresses and skirts for women and shirts for men. Key trends include rustic layering, prints inspired by nature, and theatrical, voluminous silhouettes. Cotton features strongly, while silk, jersey and mohair are also used.

Wholesale prices range from £10 for a T-shirt to £60 for a dress in mixed materials with a mark-up of 2.5. The collections will be available for delivery from August.

Fly London’s UK agent Ashley Cumming said: “We want to get the range into some big department stores and the larger indies that have a broad brand mix at the mid to high end of the market.

We will initially speak to our existing footwear stockists that also have a clothing offer, including John Lewis, Asos and indies like Sarah Coggles and Javelin.”

The clothing will target the same 20- to 40-year-old demographic as Fly London’s footwear.

Cumming added: “Fly launched clothing seven years ago but it was just a small range of T-shirts and wasn’t pushed properly. This collection is far more comprehensive and we know from our stockists that there is a market for it.”

Fly London will launch at Pure’s young fashion section, Spirit, which will be expanded this year to host 33 new exhibitors including One Teaspoon, Fly53, Pepe Jeans, Paul Frank and B Angel.

The next edition of Pure London, which takes place from February 14-16 at London Olympia, will also see the launch of Pure’s new menswear zone, Label, which has signed up young fashion brands including Bench, BC London and Monkee Genes. Label will also be the launch pad for new brands including Seventyseven, which will unveil its first menswear collection at the event. This will be the first season that Pure London has hosted menswear.

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