Streetwear brand Star in the Hood, which is part owned by urban music artist Tinchy Stryder, has struck a deal with agency Elusive Distribution to handle its UK sales.
The brand is co-owned by Stryder, his management team and Universal Records, but has until now only been sold on the Star in the Hood website and more recently via mini chain Footasylum.
Elusive Distribution will launch the brand more widely on a short order basis for pre-Christmas delivery. The distribution strategy focuses on independent retailers.
Elusive Distribution director Martyn Harrison said: “Our intention is to keep the pre-Christmas launch fairly exclusive and very much prem-ium tier, before broadening distribution for the new year. We have consciously kept the product away from multiple distribution for the time being, though a premium range may well be going into production for a top-end department store.”
Fellow director John O’Donnell said: “The owners want to build it as a proper fashion brand like Billionaire Boys Club. We will have different tiers in the brand – it is commercially priced at the moment but we will add premium levels later.”
O’Donnell added that in the new year the brand plans to get other music artists to endorse it.
Independent retailers including Essex-based Choice, Diffusion in the West Midlands and Richmond Classics in Bournemouth have committed to buying the range, which includes graphic and foil-print T-shirts, sweats and hoodies. The spring 10 collection will also include accessories and outerwear for March delivery.
O’Donnell said the focus was on getting the menswear collection right, with womenswear pegged for later development. Elusive Distribution is a sister company to footwear distributor TwoSquared.
Wholesale prices for sweats range from £18 to £22, with hoodies from £22 to £26. T-shirt prices start at £6.
Contact 07816 902374 for more information.