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NEW YORK — Thom Browne is branching out.
This story first appeared in the August 17, 2012 issue of WWD. Subscribe Today.
In a move designed to appeal to a younger customer, the designer will launch a men’s capsule collection for fall called Thom Grey that will be offered at a lower price than his signature line.
Thom Grey will be available later this month at retailers including Barneys New York, Harrods, the Galleria in Seoul and I.T boutiques in Hong Kong and Beijing. These stores have exclusives on the collection for one year in their respective cities.
“Thom Grey was created to exemplify a more youthful and university inspired sensibility,” Browne said. “While my signature design aesthetic will be visible, Thom Grey exudes an autonomous youthful independent streak. In the designs, you will see true American sportswear-inspired pieces, including softer tailored jackets and trousers, less structured outerwear, a good assortment of wool and cotton knits and true American oxford shirts — everything a young guy wants to wear today.”
Retail prices will include outerwear for $795 to $1,100, jackets from $725 to $1,000, trousers for $325 to $550, knits from $450 to $600 and cotton oxford shirts starting at $195.
The Thom Browne collection offers outerwear at $1,700 and up, jackets for $1,500 and up, trousers that start at $600, knitwear for $700 and up and shirts starting at $240.
Browne is known for his shrunken suits and avant-garde runway shows. In 2009, when sales were $6.3 million, he sold a majority stake in the business to Japan’s Cross Co. He won the Council of Fashion Designers of America Menswear Designer of the Year award in 2006, the GQ Designer of the Year in 2008 and the Cooper-Hewitt National Design Award in 2012. He launched his first ready-to-wear collection in 2003 and three years later signed on with Brooks Brothers to design its Black Fleece collection. He also works with Moncler as the designer of its men’s line, Moncler Gamme Bleu.