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M2F Brand Denims ready for UK assault

Jeans specialist M2F Brand Denims is making its first major push in the UK for spring 13 as it looks to sign 30 stockists by next year.

The US brand, which sells women’s jeans in a variety of faded colours with a worn-in look, is targeting indies such as Donna Ida and Trilogy as well as premium department stores.

Wholesale prices range between £40 and £80.

Distributor Cover Version has been appointed to scout for stockists across the UK. At present, it is only available in this country through Asos but the arrangement with the etailer, a one-off for spring 12, will not be renewed.

Duncan Ross, managing director of Cover Version, said M2F would sit alongside premium brands Citizens of Humanity and J Brand.

Set up three years ago, M2F Brand Denims has more than 250 stockists in the US. It also has stockists in South Korea and Germany.

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