Private label supplier Buxton Pickles is to launch its own brand of formal menswear.
Johnny Tuxedo, which launches online this week, aims to attract men who are going to sixth form proms and university balls.
Founder and creator Austen Pickles said: “We feel very much that the market is full of things that your dad will wear. Johnny Tuxedo has been designed to tear up the rule book. Not only can you have a suit that looks great and gives you countless ways to create your own style but the price is great too.”
The brand will launch with one core suit, shirt and tie, however further fashion led styles are to be added to the range. Suits will retail for £99, with shirts at £20 and ties at £10, or £120 for the whole set.
“The best way for us to get it to market is to sell it online,” said Pickles. “That’s not to say that we won’t look to sell it as a wholesale product but we need to figure out how to retail it before we wholesale it.”
The business is 60% owned by Buxton Pickles, with the remaining share owned by a collaboration of friends and colleagues of Pickles.