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Alan Horridge to launch menswear brand Kempt

Former Americana boss Alan Horridge has ploughed £50,000 into the launch of a football-inspired menswear brand.

Kempt, which has launched a short-order collection for spring 13, offers a range of T-shirts and hoodies. The garments feature graphics with tongue-in-cheek references to football’s iconic moments, players, stadiums
and teams mixed in with pop culture references.

Horridge, the former financial director and chief executive of Bench parent company Americana, is also taking on financial and admin responsibilities at Kempt under the role of ‘super sub’.

Wholesale prices range from £10 to £12 for T-shirts and £20 to £22 for hoodies. In 2014 the brand aims to introduce sweatshirts.

Kempt may also launch womenswear from 2014. “Next year is the World Cup so if the ladies like our designs then they could be wearing them,” said Horridge.

The range is being sold in the UK via Field 9 Agency and has already secured Asos as a stockist for spring 13.

Kempt will also target football club shops, indies and department stores.

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