Cotton On, the Australian basics retailer that’s growing in the U.S., has introduced Among Equals, a streetwear range for men.
“We recognized that our customer was changing and had started to come to us for a more urban look,” said Craig Webb, Cotton On’s men’s wear trend director. “Spending time in store, we saw guys that were clearly looking for something that complemented their kicks. We already delivered cuffed joggers and long line T-shirts, which they loved, so we decided to expand on this look and created Among Equals.”
The line, which is available now at Cotton On stores globally, includes drop crotch joggers, long line T-shirts and bomber jackets. It’s priced from $17.95 to $49.95. According to Webb, the goal was to create pieces that had a more elevated look but still fit within the Cotton On DNA.
Cotton On collaborated with Hypebeast to launch the range and worked with Bobby Anwar to shoot the campaign. It consulted with Dan Tupara from Sole Merchants, a popular sneaker store in New Zealand, to help design the collection.
The retailer recently hired Anthony Gardner, formerly of Gap, to lead its marketing and e-commerce efforts in the U.S.