New London agency Doghouse Studios received a positive reaction from buyers following its debut at menswear trade show Jacket Required last week (February 4 and 5), with multiples writing autumn 15 orders for its four brands.
Founded by former Diesel key accounts manager Ross Simmons, Doghouse Studios represents lower-priced collections including streetwear labels Non Conformist and Hero’s Heroine, as well as more premium ranges House of Nines tailoring and new streetwear brand Most Favoured Nation. All four are based in London.
Asos.com and Topman have signed up to stock the autumn 15 collections from streetwear label Non Conformist and Hero’s Heroine, while tailoring brand House of Nines attracted interest from Harvey Nichols.
Simmons told Drapers: “I wanted to deal with the smallest independent and the large department stores. I have a lot of contacts from my five years at Diesel and wanted to take advantage of that. I also saw a gap for an agency that deals with both sides of the market; so many are either very commercial or high-end, so I wanted to find a balance.”
Wholesale prices for Hero’s Heroine range from £10 for a T-shirt to £35 for a neoprene bomber, while at the other degree, athletic-inspired Most Favoured Nation starts at £25 for a T-shirt rising to £300 for a coat.