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New menswear brand aims to brighten up market

A former buyer has teamed up with a high street supplier to brighten up the “drab” menswear market with the launch of a men’s young fashion brand.

Sylvia Sowter, who has previously worked as a buyer at Matalan, N Brown and global supply group Li & Fung has teamed up with Celsa Efroni, also formerly of Li & Fung, and supplier to high street companies such as White Stuff, to create young fashion brand S7ins.

Sowter said: “We felt there was a gap in the young men’s fashion market for something a little bit different. We wanted to add something with a bit of colour in it because the menswear market can be a bit drab in terms of colour with lots of blacks and greys and blues.”

The collection will feature luxurious fabrics and applications as well as bright colours, including rich blue, lemon and burnt orange.

The first collection, which is launching for autumn 12, features 19 styles of top including hoodies, shirts and polos. Wholesale prices start at £14.88 and go up to £28.80.

Sowter is targeting both etailers and indies. “I would like to think that customers who take this would also be selling Diesel, Jack & Jones and Religion,” she said.

S7ins plans to add a womenswear line, as well as launching bottoms for the menswear range in spring 13.

The brand’s website will launch this week but consumers will not be able to buy through it until the end of the month. S7ins can provide stock within around 70 days.

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