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DS Dundee

A standalone store and a footwear tie-up with Cheaney are set to raise the premium menswear brand’s profile

Hailing from the Scottish Highlands, premium menswear brand DS Dundee is turning heads at trade shows with its modern tailored pieces and traditional focus on quality.

In the UK, the brand is looking to triple its account base from four to 12 by autumn 11, focusing on premium boutiques in the north of England and Scotland. It also plans to open a store in London to build brand profile - it’s already stocked in the capital by indie Hub Menswear in Stoke Newington.

Key looks for autumn 10 include two Fair Isle knit styles, a vest and a V-neck jumper with elbow patches, a tweed double-breasted coat in peat check, a shooting jacket in cinder and red, and blue-checked shirting. A footwear offer in partnership with British premium brand Cheaney features Oxford brogues in chestnut and mahogany.

“Our collaboration with Cheaney is really set to put our footwear on the menswear map,” says DS Dundee managing director Jim Pickles.

Stockists picked up for autumn 10 include indie Peggs & Son in Brighton and recently opened indie Woven in Durham, as well as etail giant Asos.

DS Dundee was founded in 1994 when Pickles met Oliver Pilcher, the brand’s co-founder. At the time, the brand was a sale-or-return clothing line supplying a couple of Scottish boutiques.

But this small-scale incarnation of the business was more of a side project for Pilcher, and it wasn’t until 2007 when the pair were reunited and introduced to a sampling tailor that they decided to revisit the brand.

After the relaunch in autumn 2008, the duo went on the road to connect with retailers and make sales. “We came up against it with the recession and cut budgets, or maybe people were waiting for our style to develop and see if we would succeed in the testing climate,” says Pickles. “Now we are not pushing so hard and we are starting to be recognised through word of mouth.”

The brand will open a store on Lamb Street in Spitalfields, east London, this summer, where it will be in the vicinity of fellow menswear stores Albam, Folk and Fred Perry.

So why a standalone store now? “It’s essential for the type of brand we are. We sell three-piece suits and tweed outerwear - the type of product people like to try on and feel the quality,” says Pickles.

He adds: “We’ve had various pop-up stores since our relaunch, most recently in the Spitalfields store Fred Perry now occupies, so we knew the location would be perfect. We get the tourists as well as City traders and the creative Brick Lane crowd.”

DS Dundee 020 7241 2448



Entry wholesale price point for shirts

2.5 to 2.7

Mark-up on the collection


Number of UK stockists for autumn 10

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