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Oki-Ni rejigs its brands in lifestyle shake-up

Menswear etailer Oki-Ni has abandoned its designer collaboration approach in favour of a completely new portfolio of brands for next spring.

The etailer will concentrate purely on menswear and lifestyle products from designers including Levi's Vintage, Lacoste and Vans, as well as Alexander McQueen, New York designer Steve Alan, and Rick Owens.

From spring 08, Oki-Ni will also begin stocking Miu Miu and Jil Sander.

Previously the business specialised in designer collaborations, exclusives and limited-edition product, but these now make up less than 10% of the company's product range.

"We felt that collaborative products were on their way out, and now we are going to be purely about branded product," said a company spokesman. "We think the brands we have are strong enough without relying on the extra edge or fussiness of dual branding."

Oki-Ni will also source product from smaller designers, as well as more mainstream brands. "We are sourcing from different places, such as mainstream and unique labels, which will bring a wider audience. We are pitching above where we were before," he said.

Oki-Ni closed its London Savile Row store last year to become a web-only business. It is owned by fashion agency Four Marketing.

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