Italian streetwear brand De Puta Madre has set its sights on the UK, with short- and forward-order collections available for the first time to UK buyers.
The short-order range for spring 07 comprises 80 womenswear and 100 menswear pieces, including T-shirts, knits, trousers, skirts and footwear, all priced between £10 and £30.
The new forward-order range, called DPM Gold, is womenswear only and will launch in the UK at Pure at London Olympia on February 11-13. It is aimed at a slightly more premium market, with prices about 5% higher than the short-order collection.
UK agent Harry Harper said the brand targets 15- to 30-year-olds with bright colours and bold graphics. He added it was aiming for 30 stockists for spring, and double that for autumn. "We are looking at mid- to better-end indies and department stores," he said.
The brand has turnover of £40 million and sells across western Europe and selected eastern European markets.