Superfine, the British denim brand, is diversifying so it can dress its customers from head to toe.
The label, known for its skinny jeans favored by Kate Moss, has tapped Philip Treacy to design a hat line, set to launch in the fall. In addition, the brand recently unveiled its first men's wear collection and collaborated with German eyewear company ic Berlin on a sunglass range.
"We've grown so much," said Flora Evans, who cofounded the brand with stylist Lucy Pinter in 2003. A Superfine store is also in the cards. "We've got a lot on our plate."
Dubbed Philip Treacy for Superfine, the debut hat collection will include a Trilby and a military-inspired peak hat, both available in four variations with different appendages and fabrics. The line, with wholesale prices ranging from $137 to $255 at the current exchange rate, will be sold as part of the brand's fall 2007 men's wear collection.
"It's interesting to collaborate. It keeps things fresh," said Evans, adding that the brand works regularly with British stylist Judy Blame and graphic artist and video director Nick Egan.
"Superfine are real trendsetters, they really push the boundaries," Treacy said. "It was interesting to work with denim, it's such a contemporary material."
Evans and Pinter decided to test the brand's limitations this spring by offering styles suitable for men. The 22-piece collection, which features military and punk influences, has a largely unisex feel, designed so women can easily wear some of the more masculine items. It features the brand's skinny jeans, knitwear and shirts, at wholesale prices ranging from $51 for a T-shirt to $217 for a pair of jeans.
"We wanted to launch men's wear before the brand became synonymous with women," Evans said. "Even before the launch we had boys coming up to us saying, 'Where are our skinny jeans?'"
Superfine men's wear is stocked at Barneys New York, Harrods, Liberty and Selfridges, among other stores.
Superfine for ic Berlin, a five-unit collection of aviator-inspired sunglasses, bowed last summer. The shades, now stocked in 20 upscale outlets worldwide, retail for $440. Superfine women's wear is sold through 50 U.S. stores, including Barneys New York and Neiman Marcus; 36 doors in the U.K., and 173 outlets worldwide.Evans and Pinter said they plan to add more diversification and hope to eventually introduce Superfine children's wear.
"If the brand continues to develop at its current speed, we will have enough product options and profile to open our own store within the next 18 months or two years," said Polly King, international brand manager.
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