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Brandwatch - Kidda

It started as a small offer but autumn 13 will see this fun collection come of age, says Graeme Moran.


Wholesale prices £20 to £67


Telephone 020 3411 7341

Following Christopher Shannon’s stellar mainline collection at January’s London Collections: Men, all luxed up with the introduction of new leathers, denim and finessed knits, the canny Liverpudlian designer has also worked his magic on his secondary Kidda range, expanding it for autumn 13.

Far from a diffusion line, Kidda, which first launched exclusively on Asos but is stocked at the likes of Liberty and Harvey Nichols for spring 13, has quickly become its own entity. “It’s totally different to the mainline,” explains Shannon. “We started it at the request of retailers who wanted something a bit younger than the mainline. The first season we sampled it out of curiosity and only showed it to a few buyers - suddenly the orders came rolling in.”

And what began as a simple jersey-based offer of affordable T-shirts, joggers and jumpers featuring Shannon’s fun signature prints, has now become a full, separate collection for autumn. “The first thing we added was shirts, which I think are my favourite pieces,” says Shannon. The slick shirts complement the usual printed T-shirts, also joined by new plainer T-shirt options, polos, knits, a varsity jacket, scarves and beanies.

“This is a great time for the collection to move on,” says Asos buyer Chris Fisher. “We think it looks great and original but has the Kidda stamp all over it.”

Shannon has also appointed agent Brand Progression, with plans to push Kidda into accounts across the country.

“I never had these plans for it, it seems to have taken on a life of its own,” says the designer. “For personal reasons I’d like to see somewhere really good in Liverpool pick it up.” Come on Scousers, what are you waiting for?

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