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.