Outerwear brand Puffa has relaunched for autumn 14 after taking on Will Rigg, founder of young fashion brand Fly53, to help spearhead the move.
Rigg, who left his role as Fly53 creative director late last year, has been brought in as design and brand consultant and has revamped the label, which dates back to 1973.
“There are ambitious plans to relaunch the brand and put it back in its rightful place,” Rigg said. “There is a huge amount of heritage there I wanted to focus on.”
The line has been reworked for autumn 14, incorporating more technical elements and contemporary designs. Fabric quality has been improved, with outerwear featuring up to 95% down, with top-end pieces using 700 to 750 goose down filling.
Key menswear pieces include bomber jackets, varsity-style jackets and parkas with new features such as extra pockets and fresh colourways including grey and navy.
For the revamped womenswear collection Rigg said there was a strong focus on “clean and sophisticated” looks. New styles come with high collars and tailored silhouettes in fresh shades of yellow and blue.
Wholesale prices range from £26.66 for an ultra-light down jacket to £166.66 for a Harris Tweed coat. The brand offers a threetimes mark-up. Rigg said Puffa has always had a selection of premium-priced pieces but it now offers a wider spread of items at a variety of prices.
The majority of products are manufactured in China, but Rigg said there will be some pieces made in Britain for the coming season. “It’s been driven by international demand,” he said. “There are people asking for it despite the prices being higher.”