By  on September 15, 2008

NEW YORK — Bleach, parent of the fashion-forward Australian surf brand Insight, plans to break into the premium men’s market with a men’s shirt line called Six is Nine. Set to hit stores in spring ’09, the men’s-only collection will consist of 26 styles and range in retail price from $70 to $130.

For its first season, Six is Nine—named to evoke the classic Jimi Hendrix tune “If 6 Was 9”—will include only woven shirts, in a wide variety of fabrics and designs, including checks, pinstripes, chambray and denim. The collection offers both slim and regular silhouettes, with a variety of vintage-washed casual styles as well as more dressy tailored offerings. Design details, such as covered buttons or turned plackets, will be hallmarks of the brand, said head of sales Nathan Butcher.

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