LONDON — Hussein Chalayan is fine-tuning his brand, downsizing the name and adding a collection that will launch in September.

This story first appeared in the June 7, 2011 issue of WWD. Subscribe Today.

Starting with the spring collections, the brand will be known as Chalayan instead of Hussein Chalayan.

“I had been thinking about it for a while, and I’m doing it mostly because I have a long name,” the designer told WWD. “Now people can focus on one word. On a graphic level, it’s much clearer and easier to remember.”

For spring, Chalayan is also launching a collection called Grey Label that will be priced below the runway line. It will be a collection of house signature pieces, including soft, tailored jackets, trousers and skirts, knitwear and dresses as well as outerwear. There will also be a small selection of handbags and sunglasses.

“It has echoes of the main line, but it’s a bit more accessible. Maybe you’ll see a sweatshirt interpretation of something that appeared on the runway,” he said.

Price points for the collection will range from 100 euros, or $146, for a top to 450 euros, or $658, for outerwear. All figures have been calculated at current exchange. The line will be sold and distributed in the U.S. by The News Inc. as of September.

The designer is also reintroducing his pre-collection for the runway line. It will be sold in Europe, the U.S. and the Middle East by L.A. Distribuzione.

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