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Cro’Jack eyes premium indies with debut range

British menswear brand Cro’Jack has launched for autumn 10, with its sights set on securing 20 to 30 premium UK indie stockists and plotting an assault on the export market.

Dean Batty, formerly UK distributor for lifestyle brand Napapijri, is director of the brand. The range includes outerwear, knitwear, sweats and wovens, with pieces such as jackets in washed, waxed cottons and PU-coated cottons, selvedge chambray shirts and heavyweight sweat tops and bottoms.

Laundered garments feature heavily, with the washing and waxing giving a vintage feel. Many of the jackets are inspired by military and utility garments and there is also a selection of limited-edition outerwear. The brand has its own embroidery company and access to a quilting plant and laundry. Cro’Jack also uses 100% wool wadding in quilted garments, providing lightweight warmth in the winter and keeping the wearer cool in warmer weather.

The collection also includes authentic Harris Tweed rolled out in combinations with lightweight oiled wools and quilts.

The brand is created in the UK from its West Midlands manufacturing base. Batty said: “We have major respect for certain artisan brands like 45rpm and

Engineered Garments and also more mainstream ones such as Polo Ralph Lauren and Paul Smith. We hope to attract a masculine audience with an eye for quality and detail who are not afraid to wear a new British brand.”

Batty said Cro’Jack would look to open a small London store within the next couple of seasons and also target Japan, the US and Europe.

Prices for the collection are pitched at premium level, from £75 to £250, in line with Batty’s ambitions for its distribution.

Call 07966 460066 for more information.

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