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After 20 years of distributing its collection throughout Europe, the Middle East, Canada, Latin America, Australia and India, Selected Homme is making its first play into the U.S. market.

The brand is part of Bestseller, a privately owned Danish company that operates over 20 brands including Vero Moda, Only and Vila.

“There is a European trend of openness and we believe the U.S. market is poised for a change,” said Selected Homme’s country manager Brian Edgar.

The Selected Homme main line is divided into three separate collections. The heritage collection, which consists of casual sportswear; the indigo collection that’s made up of denim, and an “identity” assortment that offers a new take on tailored classics. Selected Homme also has a directional label called Homme Plus, which features on-trend clothes. The lines retail from $45 to $465.

“All three collections can sit together for optimal representation, or each collection can sit alone,” said Edgar.

While the collection is now available in the U.S. via its e-commerce site, Edgar is currently focused on targeting men’s specialty stores including Modern Anthology, Whiskey Ginger and J3 Clothing Company. Selected Homme operates 44 stores around the world, but has no current plans for building up a bricks-and-mortar presence in the U.S.

Edgar said that although the retail market in the U.S. is soft right now, he is hopeful that retailers will be drawn to Selected Homme’s Scandinavian sensibility.

“With the current status of over saturation of brands in the U.S. market, Selected Homme brings proven European fits, our innovative reaction to trends and our commitment to quality. Our vision is to make our consumer feel proud, inspired and confident,” said Edgar.

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