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Firetrap adds kids’ range and capsule collection

Young fashion brand Firetrap’s  pricing architecture will be expanded for autumn 12 with the launch of a more fashion-forward capsule range.

Firetrap Black – still a working title – will feature fabric technology and innovative detailing, and will cover both menswear and womenswear. It will launch exclusively on Firetrap’s website for autumn 12.

A full wholesale collection is expected to be available for spring 13, when Firetrap plans to target 25 key accounts with the range.

According to Firetrap brand and retail director Myriam Ben Yedder, the aim of the collection is to keep the brand innovative, catering for buyers’ demand for fresh product. She would not be drawn on specifics such as price or number of pieces.

Meanwhile, Firetrap has also agreed a licensing deal with kidswear supplier Flyers Group to produce its first kidswear range for autumn 12.

The 80-piece range – 40 for boys and 40 for girls – covers ages four to 13 years. According to Ben Yedder, it captures the essence of Firetrap.

The collection is made up of signature denim in several washes, oil-washed shirts, graphic T-shirts and knitwear and outerwear that can be worn as layers.

The boys’ colour palette includes marl, olive, coal and maroon, while colours in the girls’ range include gold, brick red and indigo.

Entry prices for the boys’ collection will be 25% to 30% lower than the menswear mainline, with retail prices starting at £15 for a T-shirt and going up to £85 for outerwear. Prices for girlswear will be in line with boyswear.

According to Ben Yedder, the UK, Republic of Ireland and France will be the first countries in which the kidswear range will be sold, with 40 UK accounts expected to be signed including John Lewis and Selfridges.

Ben Yedder said: “Our plan is to launch globally for spring 13 and to develop the range into a 160-piece lifestyle kidswear brand.”

Flyers Group has showrooms on London’s Regent Street, Manchester’s Lever Street, Fashion City in Dublin and central Glasgow, and a head office in Hertford.

Readers' comments (2)

  • An admission that selling the Sonetti brand was a mistake?

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  • WDT these days is sadly a shadow of it's former self, outdated by the multiples, it's become very mundane stuck in the 90's and out designed by the new wave of Heritage Inspired Indie Brands.

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