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Supplier to revive Stone-Dri as ‘cheaper Stone Island’

Outerwear supplier Baker Street Clothing is to revive classic 1950s raincoat brand Stone-Dri as it diversifies into branded product.

The 25-year-old high street supplier, for Next, Debenhams and John Lewis, has hired Alan Horridge, former financial director and chief executive of Bench owner Americana, to oversee the relaunch.

Horridge said Stone-Dri would be a cheaper alternative to men’s lifestyle brand Stone Island.

Baker Street said it will capitalise on industry-wide delays to autumn deliveries, by making a five-piece short-order range available from November, to include a reinterpretation of the Stone-Dri trench coat.

Wholesale prices would range from $30 (£19) to $65 (£41). Another short-order menswear range will be produced for spring 11 and it will be expanded to 50 pieces for autumn 11, when forward orders will be available. A womenswear collection is also planned. Baker Street is targeting rapid expansion for Stone-Dri in Europe, the US and Japan.

Last week, Baker Street won a court battle against lifestyle brand Lacoste for using the name Alligator, which it plans to use for another lifestyle brand.

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