Young fashion indie 25 Ten has called on local students to design a wholesale collection for spring 11, which will help to protect the exclusivity of its offer and offset price hikes by suppliers.
Every final-year textiles and fashion student from Hopwood Hall college in Rochdale will create a design for the collection and 25 Ten buyer Kelly Turner-Mitchell will mentor them to make sure the designs are commercial.
The best designs will then be worked into a 12-piece young fashion collection to be sold in 25 Ten and wholesaled across the UK for spring 11. The short-order collection will be shown at trade show Pure London in February 2011 and will include day and occasionwear dresses and tops with a wholesale price range of about £16 to £80.
“We wanted to launch our own label, partly to boost margins as suppliers put prices up,” said 25 Ten owner Paul Turner-Mitchell. “We encourage our shoppers to support local stores and this is a way for us to support local designers too.”
The collection will also help the Rochdale indie counter increased competition from department stores, he added.
“If you stock the same brands as department stores you have to go on Sale when they do, but having exclusive brands has helped us discount less.”