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Oxygen launches own label Related

Contemporary womenswear indie Oxygen Boutique is launching its own label.

Oxygen, which opened in 2009 and sells brands such as Current/Elliott, Cut 25 and Equipment, will debut the spring 13 collection for its label, Related, later this month.

The indie, on Eastcastle Street in London’s Mayfair, will then wholesale the label for autumn 13 via Lucy Wernick Fashion Agency.

The collection has been designed by co-founders Joanna Nicola and her mother Helen and comprises 70 pieces, including dresses, shirts, trousers and skirts for day and evening wear.

Wholesale prices will range from £30 to £232.

Oxygen will target stockists including designer mini-chain Matches, luxury department store Harvey Nichols and Bath indie Square and hopes to secure 10 stockists for its first season.

“We wanted it to appeal to as wide a demographic as we do in the boutique,” said Joanna Nicola. “The look is both chic and wearable.”

Nicola said there were no plans to target overseas stockists initially, although the team will be “actively pursuing” this in future seasons. Nicola plans to take on international sales agencies later this year.

Oxygen is not the first indie to be launching its own collection. Last month, Drapers revealed that both Esher indie Okeefe and Wilmslow indie Black White Denim both have plans in place for a launch later this year.

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