By  on July 15, 2010

Haspel keeps expanding its reach.

The 101-year-old brand, best known as a seasonal suit resource, will unveil its first comprehensive sportswear collection at the MRket show for spring 2011.

“We took references from the past and revitalized the brand for the consumer in 2011 and 2012,” said Jeffrey Ammeen, executive vice president of Neema Clothing Ltd., which has been working to turn Haspel into an American lifestyle brand with multiple categories of merchandise. The company has signed licenses with Excalibur for dress shirts and neckwear, Harbour International for outerwear and Barton Como Accessories for men’s jewelry.

The sportswear collection might be the most ambitious extension yet, with its extensive offering of suits, sport coats, casual slacks and woven and knit shirts. All of the pieces feature the brand’s fleur de lis logo.

Ammeen said the sportswear is simple, elegant and accessible.

There’s a soft sack suit in two- or three-button models with a center vent, or a double-breasted with a side vent. All are half-lined. Classic soft suits are available in the same models but have darts and are fully lined. The third suit model is a 7-inch drop with a narrow lapel in two-button, center-vent with either a peak or notch lapel. Pants for all three models are either slim or classic fit with flat fronts and there’s also a double forward pleat. All are made from Italian fabric and sport mother-of-pearl buttons. They’re priced to retail at $495-$595.

Sport coats, which are offered in the same three styles as the suits, will retail for $295 to $395. There are washed woven shirts for $85 to $125, knits for $69 to $89, sweater knits for $125 to $145, casual pants for $85 to $125 and shorts for $85 to $115.

The entire collection is cotton-based and the woven shirts include ginghams, tattersalls, checks and stripes while the knits are available in pique or jersey fabrics.

“These are the opening of the better price points,” Ammeen said. “The prices are affordable and palatable — where Haspel should be.”

Target distribution for the line is specialty stores as well as department stores such as Lord & Taylor, Bloomingdale’s and Saks Fifth Avenue, he said.

Haspel is in discussions with other companies about brand extensions including hosiery, leather goods and other categories, Ammeen said. “We’re growing and developing in a terrible market.”

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