Ipswich independent Urban Vintage has bowed out of the womenswear market this week to focus instead on providing a mix of men’s streetwear and premium brands.
The womenswear section, which spans 1,000 sq ft, will be revamped as a premium menswear space with lower forward-facing rails and relaunch next week with 50 new labels.
According to owner Daniel Le Sauvage, the section will stock “cleaner, smarter, more mature” brands than the existing menswear offer. New brands will include YMC, Universal Works, Woven and Selected Homme.
Le Sauvage said: “We’re moving up the age bracket. We’ve been going for eight years and our customers are growing with us. We have been introducing some cleaner labels so it makes sense to separate out the more premium brands from our younger streetwear brands like Criminal Damage and True Religion.”
Billionaire Boys Club, Son of Wild and Carhartt will also join the brand line-up.
Le Sauvage said the move away from womenswear was strategic as the market was “very tough”.
He added: “I really respect anyone who can make it work. Womenswear is so catered for on the high street. The middle market is non-existent these days. It’s either low-priced fast fashion or luxury labels like Prada.”