LA premium denim label J Brand has launched a menswear collection in the UK, and its Trooper cargo is tipped to be the menswear equivalent of its popular women’s Houlihan style.
J Brand’s menswear, which launched in the US in 2008, debuted exclusively in Selfridges last month and will be stocked exclusively by the department store until July. The four-piece spring 11 range is stocked across its London, Manchester and Birmingham stores.
The collection sits in the men’s contemporary department, alongside brands such as Dockers, Acne, Wooyoungmi and Alexander Wang.
“Selfridges understands our aesthetic as a brand and it is an ideal partner to introduce the collection to the UK,” said Mackenzie Bryant, account executive at Palladio Associates, the brand’s UK sales agent. Bryant said the Trooper, fashioned from a lightweight twill fabric, provided J Brand with a point of difference in men’s premium denim.
From July, distribution of the collection, priced at retail from £160 to £252, will be extended to designer indies Question Air in London, Herridge & Co in Romsey, Hampshire, I Gigi in Hove, East Sussex, and Serene Order in Solihull. Department stores such as Harrods and Fenwick on London’s Bond Street will also receive deliveries of the autumn 11 collection from July to September.
J Brand menswear will be exhibited at trade show Premium in Berlin on July 5-8 by the brand’s European distributor, Brama Sportswear. It will then be available to other indies for spring 12. Wholesale prices range from £62 to £97.
“While the UK sales are in the early stages, we are encouraged by the initial reaction and plan to grow sales significantly,” added Bryant.