Young fashion brand Henleys is to relaunch and refocus its collection for autumn 11 after axing its four sub-brands and creating a new logo and identity.
The men’s and women’s young fashion brand, which has 260 wholesale accounts in the UK, said it did not intend to narrow the breadth of its product offer but that it had got rid of its Luxury Sporting Goods, Premium, Project Deluxe and Silver Lions sub-brand names.
From autumn 11 everything will be branded with the core Henleys name, which has been given a new look itself, and the collection will encompass collegiate-style casualwear, dressy going-out styles, streetwear and classics, all of which were previously divided into the separate sub-brands.
However, there is an increased focus on denim and outerwear for next season and a more muted colour palette has been adopted. The autumn collection is also inspired by the brand’s heritage. It was founded as a shirt range in 1996.
Chief executive David Inglis said he would remain true to the brand’s shirting heritage by using unexpected fabrics with tailoring techniques.
Inglis, who joined the company in August, said: “I think [wholesale] customers and consumers were probably getting confused about what Henleys was with all the different [sub-] brands.”
Inglis added he felt the brand needed “real clarity, purpose and single-mindedness”.
The target customers will remain the same, focusing on men and women aged 18 to 24. Wholesale prices will also remain in line with previous seasons with T-shirts between £8.65 and £13.95, hoodies from £15.70 to £23.55 and denim at £21.60 to £37.25.
Several new typefaces will be used on branding. “It still feels like Henleys,” said Inglis. “That was one of the prerequisites of the branding; we didn’t want to throw everything away and start all over again.”
Inglis said he would like to update Henleys’ retail portfolio of 15 standalone stores and three outlet stores in time for the autumn 11 launch, but said final plans were still to be decided due to costs.