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The premium young fashion brand has a new head of design and an edgier look for spring 11

Premium young fashion brand Fullcircle’s signature intelligent pattern cutting and sophisticated design is about to get an edgier makeover for spring 11.

Hina Rahman, the brand’s former head of womenswear design, has taken overall control of design at the World Design & Trade (WDT)-owned brand, and this is the first season in which her handwriting will show through across both womenswear and menswear.

Fullcircle offers strong yet safe wardrobe-building items, but Rahman may change that: “Fullcircle has a confident handwriting, but it’s about bringing more synergy between menswear and womenswear and being more directional. The foundations are there, but giving the brand more interest in terms of detail and construction is key.”

Being a unisex brand in the current climate is challenging, with customer demands varying greatly between the sexes. Female shoppers are increasingly led by the high street while men remain more brand loyal. With that in mind, over previous seasons the men’s collection has been more conservative in design compared to its female counterpart, a situation that Rahman has vowed to change.

“As well as a great synergy between menswear and womenswear, I want to ensure there is shared detail in trend and fabrication so it’s a his and hers brand with a youthful spirit,” she says.

“With womenswear the garment changes from season to season; there is no true [design] block, it’s about the bigger picture. With menswear it’s about design detail.”

Fullcircle underwent a company-wide review last year along with its WDT sister brands Firetrap and Sonneti, the latter of which was sold to retailer JD Sports Fashion last month. WDT owner Asbed Momdjian vowed to eliminate waste in all forms across the business.

So is cost saving at the heart of the decision to bring menswear and womenswear design in line with one another? “We haven’t thought of it in terms of cost savings but there are shared bases in terms of colour, fabric and trims,” says Rahman.

Last season, Fullcircle made efforts to move over to a fast-fashion model, introducing one flash collection per season, and it is now looking at rolling out more. It is also working on exclusive collaborations with stockists - etailer Asos had exclusive colourways for spring 10.

For spring 11, the focus is on traditional sportswear styles with utility workwear detailing. Wholesale prices range from £10 to £135.



Number of employees at Fullcircle’s London head office


Number of pieces in the autumn 10 womenswear range


Number of pieces in the autumn 10 menswear range

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