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Brandwatch - Native Youth

Graeme Moran takes a look at a short-order menswear brand that ticks all the boxes.

THE BASICS

Wholesale prices £7 to £30

Website www.native-youth.com

Telephone 020 7739 7620

While the number of short-order womenswear brands has increased exponentially over recent years, good menswear equivalents that extend beyond just simple T-shirts and coloured chinos have been fairly hard to find - until now.

Native Youth launched last season and its spring 13 collection ticks all the boxes for a quality menswear short-order label.

A close-to-season, fast-reacting design ethos with up to three drops a season? Check. Wholesale prices ranging from just £7 to £30 with a punchy 3.5 mark-up for buyers? Check. Fashion forward but ultimately wearable pieces ticking off all the trends while also introducing a few new ones? Check.

“Short order is the future, as menswear buyers are increasingly wanting to keep budget closer to season. With Native Youth we can offer more trend-led product and help the indies react to fashion better,” says Ash Kumar, the brand’s founder and creative director.

While basics like quality T-shirts, vests and shorts look good alongside strong denim jackets and lightweight outerwear, the heroes of the collection are the prints, with psychedelic tie-dyes, tropical florals and a cool leaf update on camouflage covering top-notch shirts, T-shirts, polos and the occasional matching printed shorts.

“The men’s market has developed over the last two years. Guys now want directional pieces refreshed constantly,” says stockist Tom Edge, director of indie mini-chain Ark. “Native Youth is fashion forward, with current product at great prices with a great margin.”

And if that wasn’t enough, the brand has more to come, expanding for autumn 13 while introducing forward-order options.

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