Savile Row tailor Gieves & Hawkes is dropping its Gieves sub-brand.
The label was launched in 1999 and entered the wholesale market in 2003, but its more directional fashion styling will be absorbed into the Gieves & Hawkes mainline from spring 08.
Chief executive Mark Henderson said: "International buyers such as Laine Crawford in Hong Kong, Barneys in Tokyo and Harvey Nichols in Dubai were initially attracted by Gieves, but they are buying Gieves & Hawkes.
"When we first introduced Gieves we did it as a sub-brand to ensure traditional customers did not feel alienated by the slimmer blocks. But in recent years elements from Gieves, including narrower fits, have filtered into the Gieves & Hawkes range and have generated lots of sales. The reaction from wholesale customers and consumers made us question whether we needed Gieves any more."
Henderson conceded that there would be fewer Gieves-type edgy menswear options in the Gieves & Hawkes collection from spring 08, predicting about 100 additional items compared with the average 200 pieces in a typical Gieves range.
Gieves has 20 wholesale accounts in the UK and 60 globally. It also sells through six of Gieves & Hawkes' eight UK standalones.
A revamp of the brand's Sloane Square store will be completed by September.