By  on July 16, 2007

NEW YORK — Richard Haines, the former creative director of men’s wear for Nautica and Perry Ellis, will design a new collection of contemporary tailored clothing, called Taylor & Lodge, for the bridge market. Launching in spring 2008, the line marks Haines’ first consumer project since 2000 when he left Nautica to start his own business designing shirts and uniforms for top restaurants and hotels.

“This is my reentry into retail,” said Haines, 55. “I wanted to come back into the market in a way where I can really make my mark.”

It is not the designer’s first foray into clothing. In the ’80s he was tapped by Calvin Klein to develop a line of women’s tailored pieces that eventually become CK. Haines also launched tailored clothing while at Perry Ellis, were he was the creative director for men’s wear from 1989 to 1999.

Taylor & Lodge is wholly owned by Elzay Ready Wear, an Amman, Jordan–based clothing manufacturer that produces for many top U.S. companies including PVH, J.C. Penney, Perry Ellis and Claiborne. The brand is named after an English worsted mill that the company purchased recently. Elzay may source worsted wools from the mill for future collections of Taylor & Lodge.

“They wanted to get into the American market with English-inspired clothing for the younger guy,” said Jeanne Atkinson, president of Global Marketing Strategies, which is promoting the brand in the U.S. The target demographic is the 25- to 40-year-old “urban sophisticated male” who is tired of “plain, boring navy suits.”

In a preview to DNR last week, Haines showed the polished looks that are divided into three color stories: navy and green; black, white and yellow; and tan and blue. Each story includes eight to nine suits, three to five trousers, two blazers, 12 shirts and six ties. The fabrications, all Italian, display the brand’s sartorial soul: thick pinstripes, seersucker, white linen, and light checks and plaids.

Suits are available in three models: a slim-fitting one-button, a similarly contemporary side-vented two-button and a more generous three-button. The half-canvas jackets boast two-color lining and piping, working sleeve buttons and ticket pockets. The collection also includes more relaxed soft blazers with patch pockets. All trousers in the collection are flat-front and have an extended tab waist. Shirtings include classic checks, contrast collars and more eccentric prints.

Suits will wholesale from $250; dress shirts for $65. Taylor & Lodge will be shown during The Collective later this month.

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