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Sand

The collection

Depending on what sections buyers commit to, Danish brand Sand could fill a rail with clean sophistication or dandyish adventure in autumn 09. The clean, sober side includes the mainline’s two merchandise-friendly colour stories. One teams grey with Bordeaux; the other goes for tonal steely blues, again with grey. Shirt styles include mini-checks, polka dots and ginghams on slim fits. Knits are clean, colourful and fine gauge while checked tailoring comes with window-pane highlights; a tweedy 2sb comes with patch pockets and leather buttons.

A host of monochrome checked trousers, a velvet db jacket, glen check ties and a cable knit cardigan hint at the brand’s more dandyish options, which are cranked up in the XO range, where a wool/polyester mix glitters on a black peaked lapel 2sb. Tonal black jacquard and blue/black striped shirts and a midnight velvet cord 2sb continue the sable theme. The more flamboyant Pink label takes the season’s key purple and teams it with brown dogtooth and herringbone on tailored separates. Cuff buttons come in contrasting colours, while patches and panels add texture. From this season, Sand will be sold in the UK through FourMarketing.

Key pieces

  • Grey 2sb jacket with taped lapels and pockets
  • Crinkle washed jeans in black or white
  • Shrunken black pea coat in treated cotton

Brand comment

Gerard Ruiz, brand manager: “We have to be edgy but we have to be commercial too, that’s the important balance for us, The Pink label collection is now 50% of our UK sales and we are growing this in the UK. It’s working because it is so different and the quirky elements are really popular now. Details like small, soft collars on the casual and party shirts are important; checks are an important trend but we have done them differently, not just with wovens but with digital prints.  It is a full lifestyle offering now and that is something we are emphasising; it is really important now; it’s the best way to present a brand. We’ve always tried to pitch as affordable luxury. It has been important to work with suppliers to get them to understand that, so that we can ensure quality and get the best pricing.”

020 7608 9100

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