Adam Creed, who left his role as senior menswear designer at Next last year to develop his own streetwear brand, will debut his creations in London at the end of August.
Creed will launch Uniformes Generale with a one-week pop-up store at London’s Boxpark. The brand will then be sold via www.uniformesgenerale.com from August 29.
The 17-piece autumn 14 range includes jackets, sweatshirts and T-shirts. Retail prices will range from £35 for a heavy cotton T-shirt to £175 for a nylon bomber jacket.
The first collection includes a collaboration with British illustrator Ben Lamb, whose designs will feature on a range of six T-shirts.
Creed is also looking to open wholesale accounts, targeting premium menswear retailers like Oi Polloi and End Clothing. The range is aimed at 25-45 year olds. “It’s not aimed at a Topman level,” he added. “It’s more the type of customer that buys brands like Norse Projects.”
Creed was the creator of 90s streetwear brand Dupe. He left the role at Next in December 2013 to develop his new brand and to consult for high street retailers.