COMMON CURRENCY: British men’s wear label CMMN SWDN is jumping into e-commerce. The London-based brand debuted its e-store this week and is offering global delivery.
Launched in 2012 by Saif Bakir and Emma Hedlund, CMMN SWDN shows during London Collections: Men, and takes its inspiration from youth subcultures. It fuses progressive pieces with classic staples and offers both unstructured garments and tailored clothing. The label is stocked worldwide in stores including Harvey Nichols, Galeries Lafayette and Autograph.
With the launch of the e-commerce store, the brand aims to increase its international customer reach.
“Having sold at wholesale only for the past eight seasons, we feel the timing is right as we have a much broader customer base and we are now ready to communicate directly with them,” Bakir and Hedlund told WWD.
“We also carry the whole collection, which hasn’t been possible to do sooner, as each store chooses what they like from the collection and therefore communicates their own perception of CMMN. We believe that by setting up our own online store we can reach a broader customer base and spread the reach of the label further then before.
“The store will also generate more sales, which in return will increase our production numbers, and we can start working with bigger manufacturers and suppliers. We are also very excited to get to know our customer on a deeper level and what they like and dislike,” the designers said.