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This week's hero: Genetic Denim

Pointing the way to the most important products, people, stories and shows in fashion right now.

Launched in California in 2006, womenswear brand Genetic Denim is well established in the US but lesser known in the UK. Autumn 13 will change that, with an international push and a relaunch here. Merging sharp fits with interesting prints and premium fabrics including soft leather, foamy neoprene and the softest denim, the new collection has up to 65 styles to choose from. Wholesale prices range from £65 to £150.

Contact: 020 7725 5700

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