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Henleys unveils urban sub-brand

Young fashion brand Henleys has launched a sub-brand called Project Deluxe, aimed at younger urban shoppers.

The collection references the 1980s through prints and has a more sports-inspired handwriting than the mainline.

Project Deluxe, which debuts as a short order collection for spring 08, is weighted towards menswear but a womenswear capsule has also been launched featuring tracksuits and T-shirts.

Price points are similar to the Henleys mainline, starting at £8 for T-shirts and rising to £24 for jackets.

Details include wet-look prints and rubber-embossed branding. All-over prints feature on soft-handle hoodies, T-shirts, polos and zip-through knits. Other product categories in the range include shirts and lightweight jackets, as well as a denim collection.

Accessories such as bags, wallets and headwear complete the look. Black, white, grey and navy make up the colour palette, with khaki and purple providing highlights.

A spokeswoman for Henleys said Project Deluxe had been designed to attract more urban music-influenced consumers, and will target stockists in higher-end indies and multiples.

Project Deluxe will have its own logo and marketing campaign to differentiate it from Henleys’ Luxury Sporting Goods lifestyle collection.

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