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London Denim creates UK-made label

A London-based designer brand is launching a premium men’s T-shirt and denim collection made entirely in the UK for autumn 13.

London Denim currently produces and sells jeans in Japan, but boss Simon King is creating a distinct high-end collection produced and sold domestically.

The Understatement T-shirt collection comprises 12 pieces, with some featuring embroidery of birds, block-printed stag beetles and screen-printed lobsters. The fabric has been woven in Leicester, the T-shirt sewn in the Lee Valley, north London, and the embroidery carried out in Dalston, east London. Wholesale prices start at £35.

King said the jeans were still at prototype stage, but up to 200 pieces would be released in June/July for autumn 13, reaching an annual output of 5,000 by the end of next year. They are being produced at factories in Leicester, Liverpool and Cheshire.

King is targeting high-end department stores as well as indies as potential stockists of the collection.

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