Young fashion chain Urban Outfitters has launched a menswear own-label in its UK stores for the first time.
The label, Generic Frame, includes T-shirts and long-sleeved tops and polos in pink, green, sky blue, white and lemon, as well as stripey tops in green, red and blue. The label has an anchor logo, which appears on the chest of the tops. Cardigans are also part of the collection. Prices range from £15 to £32.
Generic Frame is merchandised alongside the retailer’s branded menswear offer which includes Junk de Luxe, Original Penguin and Lyle & Scott.
The strategy shift puts the men’s offer more in line with womenswear, which is mostly own label.
Urban Outfitters is also introducing new womenswear labels for autumn including New Zealand designer Karen Walker and Scandinavian label Lundgren & Windinge. Urban Outfitters has 11 stores in the UK and Republic of Ireland.
The group is also testing the UK market for its more premium Anthropologie chain by opening up its mail order business to the UK. The group is considering the possibility of opening Anthropologie stores in the UK.