Pretty Green has expanded its Green Label casual sub-brand to grow its stockist reach after appointing former Ted Baker designer Pat Salter and menswear designer Felix Blow to head up its design team.
Its casualwear sub-brand Green Label will comprise 280 pieces for next season, double that of previous seasons.
Outerwear, jersey and denim categories have been given particular attention.
“We’ve seen a huge leap forward in outerwear - Pat’s a real specialist,” sales director Dean West told Drapers from the brand’s debut stand at trade show Bread & Butter in Berlin this week.
The outerwear collection comprises waxed cotton duffle jackets and quilted jackets, with resin-coated linen seams, bone buttons and linings made up of polka dots and camouflage prints.
“We have a lot more graphics on T-shirts and polos, and we’ve introduced more chinos because they’re selling really well [currently],” said West.
He added that the denim range had grown from three pairs of jeans to include jackets and slub linen workwear shirts.
Pretty Green has also introduced leathers for spring 12.
“We want stockists to buy broader rather than deeper to create more of an offer, to open up [the brand] to more people,” said West.
West said prices were broadly in line with last season.
Pretty Green, which launched in November 2009, has approximately 135 stockists in the UK.