LONDON — British men’s wear label Berthold will launch its own e-commerce site today, WWD has learned.
London-based designer Raimund Berthold felt it was the right time to launch an e-shop. “It’s really exciting for me to be able to speak directly to the customer — we will be able to react to them more quickly,” Berthold told WWD. “I think I will enjoy getting direct feedback, too. I hope to learn something and understand what people want from us as a label. An e-commerce store reaches the whole world — that’s exciting.”
The e-store will launch with 20 styles including T-shirts, sweatshirts, trousers, jackets, coats, knitwear, digital print jersey, a hand-knitted coat in a technical yarn and a wool coat with a detachable hood. Known for his use of exaggerated dimensions and utilitarian aesthetic, the site will include the designer’s signature pieces such as coats in oversize silhouettes. The price range is 108 pounds, or $143, for a T-Shirt to 945 pounds, or $1,254, for a wool coat.
The Austria-born designer plans to focus on knitwear and accessories. “I want to push our knitwear further,” Berthold added. “I want to work on some metal pieces, too, exploring jewelry a little more. We produced some 3-D-printed necklaces a couple of seasons ago and they were really fun to make. The creative process was totally different to working with cloth. I’m interested in exploring that more. Looking into how I can work with harder materials to create the softness and volume that Berthold is known for.”
Berthold notes that his key market is South Korea and the label is sold globally in stores including Trading Museum Comme des Garçons and Other/shop. Berthold graduated with an MA in men’s wear from Central Saint Martins in 2005 before launching his label in 2009.