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Pringle rebrands Red Label as 1815

Pringle of Scotland is renaming its more youthful Red Label line for autumn 07 as part of a strategy to develop it into a global standalone brand.

The range will be rebranded 1815, after the year Pringle was founded.

Creative director Clare Waight Keller said the company's long-term ambitions for the 1815 label were to use the new branding on store fascias, including a planned rebranding of the store at Bluewater in Kent, as well as a wider distribution in the UK and globally.

For autumn 07, 1815 will only be sold in department stores, existing independent accounts, Pringle's own shops and at Net-A-Porter.com.

The range comprises 150 pieces each for women and men, priced from £40 to £500. Pringle's mainline, called Collection, is priced between £150 and £200.

Red Label, which was four years old, was pitched at younger consumers, but Waight Keller said it had too much of a junior feel. Her focus had been on shifting peoples' perceptions of the mainline, but this season she said Pringle had been able to add sophistication to the younger offer.

"Now 1815 has a similar feel to Collection, but with a bit more edge, more achievable prices and fewer premium fabrics," she said.

She added that 1815 was moving away from denim and T-shirt-led casualwear to put knitwear back at the core of the range.

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