Casualwear brand Henri-Lloyd is launching a more trend-led collection for autumn 08, called HL Jeans Co.
The collection, which goes on sale next month, is targeted at a mixture of current stockists, but will help widen the distribution into a more fashion-oriented market.
UK fashion director Gareth Jones said: “Some of our distribution is getting younger. We want to cater for that to show that Henri-Lloyd is a lifestyle brand.”
HL Jeans Co will be priced around 10% to 15% lower than the mainline, with T-shirts retailing at £20 rather than £25. Henri-Lloyd has around 170 wholesale accounts in the UK and Republic of Ireland as well as 11 standalone shores.