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Premium brand speeds up Ichi's offer

Danish young fashion brand Ichi has unveiled premium sub-brand Ichi Gracious to help independents fight back against the multiples' young fast fashion offer.

The 15-piece collection, which will grow to 30 pieces post launch, will deliver six collections a season.

Sales manager Thomas Hect said: "Independents face pressure from chains such as Primark and H&M. They need a point of difference, and Gracious will help to provide that."

Ichi Gracious tops will wholesale at EUR15 to EUR20 (£10 to £14), against the mainline's EUR10 to EUR15 (£6 to £10.

Ichi is aiming for 50 to 60 UK accounts for the range's first season.

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