Former Gieves & Hawkes brand director Will Forrester is swapping tailoring for performance sportswear with the launch of a label for spring 12.
UVU will offer sports and lifestyle ranges that feature garment technology with breathable waterproof fabrics and climate control. Styles will include jackets, trousers, fleeces, leggings and T-shirts, with retail prices from £65 to £1,200.
The brand will launch on April 5 when its www.uvuperformance.com website goes live. It will initially focus on menswear, but there are plans to launch womenswear before 2014, when Forrester also hopes to make the brand available for wholesale.
He explained that UVU would not be led by traditional fashion seasons, although it will add further categories and will be pitched at premium multiples and indies when it moves into wholesale.
Forrester said he would also look to utilise the technology by expanding from extreme sportswear products into everyday garments.
“The practicality of performance-wear should be applied to all categories,” he said.
Forrester left Gieves & Hawkes in July 2011 after three-and-a-half years at the Savile Row tailor.