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