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Our brand to watch at Stitch this weekend

This weekend we’re heading down the M6 to London to check out the menswear brands exhibiting at Stitch….

Stitch are in their third year and have moved from Old Billingsgate to joined forces with young women’s fashion show, Pure Spirit at Earls Court.

Both Stitch and Pure Spirit will sit alongside and run simultaneously with Pure London at Kensington Olympia.

Collectively with Pure Spirit 300+ brands will be on offer, attracting over 12,000 international buyers, along with catwalk shows, trend presentations, business seminars, DJ´s and parties, culminating in the ultimate fashion trade show experience.

The collective mix of brands to be found at Stitch and we’re exited to see all of them, especially Pretty Green, Luke, Baracutta, Beck and Hersey and “our brand to watch” for 2011;Stone-Dri….

 


Stone-Dri may be new to some people, but the brand actually began back in the 1940s, when a family of brothers trading under the name Joseph and Stone Co, created the outerwear menswear label from their factory in Manchester. After a series of brand buy outs and reorganisations the brand became dormant in the 1960s.

Fast forward 40 years and in 2010 the Stone-Dri has been resurrected by Baker Street, a Manchester based outerwear specialist, who have taken influences from the heritage of the brand and mixed it in with technical advances to create a brand suitable for the modern day man.

For its first season the Stone-Dri designers have created a wide range, that has advanced qualities such as coated and waxed cottons, mixing of Italian wools and durable fabrics, but keeping the heritage of outstanding features and attention to detail that Joseph Stone and Co created back in the 1940s, yet developing it forward into a brand that is desirable to the modern day consumers’ demands in terms of quality, function and look.

The Stone-Dri man has a wide demographic but his demands are simple, he requires quality Garments that are transitional from day to night, with classic designs, consideration to added detail and shape using a palette of colours from gun metal grey to burgundy, from black to white.

Stone Dri’s full range will be available to view at this years A/W ’ll Stitch, but here’s a sneak preview:.

  Matt Handwarmer Parker
This Stone-Dri oxford nylon parka is inspired by functional uniform apparel. It features a high funnel neck with adjustable strap hood, zipped hand warmer jet pockets, coated zip detail pockets above large “bag” bottom pockets, plus pockets on both sleeves.The wool mix top half body lining combined with the traditional quilted lower half check lining makes this parker a modern version of the classic parker style.Added attention to customer detail include and internal elasticised waist adjust and elasticated internal patch pocket with oversized eyelet – ideal for IPods/MP3s etc.Wholesale Price £88
RRP £220

Dryton HoodieMoving over to the light wear jackets this 100% nylon shell Stone-Dri hoody is a shower proof jacket and due to its technical design its ideal for all seasons.
It also boosts Stone-Dri branded leather zip pulls, adjustable cord at hem and a checked cotton lining.
Wholesale Price £34
RRP £85
FishermansInspired by hunting, shooting and tradition, this Stone-Dri heavy weight, wool mixed blazer coat is made from Italian wool. It is an updated version of a traditional shape. With details such as; detachable hood, four utility inspired bellow patch pockets, elasticated shock cord, contrast cord detail under the collar and pocket flap and antique brass branded finished zips .This jacket can be worn as a traditional lapel, with or without the hood.

Wholesale Price £116
RRP: £290

 

Stone-Dri will be on Stand 51 on Sunday, Monday and Tuesday 9am-6pm at Earls Court.

To register for Stitch click here

 

Emma will be doing a full round up of the brands exhibited at Stitch and if you’re up to anything exciting. E-mail her on emma@manchesterfashion.com 

 

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