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Soul II Soul label comes back to life for spring 10

Iconic 1980s streetwear brand Soul II Soul is relaunching a clothing range for spring 10.

The brand, which was created by the Grammy Award-winning dance group of the same name, sold a full branded range of clothing from its London stores on Camden High Street and Tottenham Court Road during its heyday, but the stores and clothing were axed in the mid-1990s.

The revival is being spearheaded by the band’s original frontman Jazzie B, and combines original album art and clothing designs that have been scanned and readjusted, then mixed with modern twists such as rhinestone embellishment, gold foil details and distressed washes.

“Soul II Soul was always as much of a lifestyle statement as it was a musical movement. Our aim was to put some of the harmony into life and the new designs aim to recapture that spirit,” said Jazzie B.

The new collection, a small capsule of which is currently being trialled via the brand’s website, will include T-shirts, sweats, jackets and accessories, and will launch for wholesale at trade show Pure London in February with a selection of in-season spring 10 product plus an autumn 10 range for forward order. Each collection will include 25 men’s and 25 women’s items. T-shirts will wholesale at between £7 and £15 depending on the level of embellishment. There will also be a capsule Signature collection of six pieces each season, which will have a limited run of about 300 numbered pieces per style.

The brand’s sales manager, Paul Rich, explained it would build its profile by targeting independent stockists. “Our first goal will be the indies, as we are quite niche and it is good for a new-to-the-market brand to build its credibility through them. We’d like to get into a couple of the big West End premium department stores too, but the indies are really the important ones for us.”

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