NUMBERS GAME: The British label 1205 will today launch its first e-commerce site. The London-based brand, under creative director Paula Gerbase, will unveil 1205.eu with the spring 2016 collection. It will also offer online exclusives including a biker jacket, a short sleeve shirt and oversize white shirts.
Gerbase said “1205 has a large base of loyal, international clients, who have long been inquiring about an e-commerce site. Now felt like the right time to update our existing Web site and create a new e-commerce platform.” She added that “1205.eu will not only offer our customers a wide range of products and exclusive, Web site-only pieces, but also an in-depth archive of the work we have produced to date — from backstage images at each of our shows to our new campaign shot by Thomas Lohr. We’re excited to explore the new opportunities having our own e-commerce will bring, and to begin to tell our story and communicate directly with the 1205 customer in a way that feels much more personal.”
Prices range from 140 pounds, or $202, for a short sleeve shirt to 595 pounds, or $862, for a jersey knit biker jacket.
The site will feature the spring advertising campaign photographed by Lohr on the English coast. There will be an online archive of backstage shots and imagery from previous runway shows. Going forward, the brand plans to showcase videos that reflect work-in-progress at the studio and fabric development, in an effort to open the design process up to the public and show the details and thought processes that go into each collection.
Earlier this month, the brand revealed that it would return to its roots to show both women’s and men’s ready-to-wear collections together. The label was launched in 2010 by Gerbase, who honed her Savile Row tailoring skills at Kilgour and Hardy Amies. The brand was awarded NewGen sponsorship under the British Fashion Council in 2015.