Liberty of London launches menswear
- November 5, 2019
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Boutique department store Liberty of London is partnering with Italian manufacturer Slowear Group on its first licensing deal to produce menswear under its own label.
The collection, which will feature the brand’s trademark prints and the manufacturer’s expert tailoring, will launch in Milan in June, followed by distribution in the US, UK, Italy and Asia. Slowear CEO Mario Griariotto emphasized to WWD that prints would not overwhelm the collection, but share the stage with Liberty’s overall high fashion standards, and the mood of the collection is described as “Swinging London” with a contemporary bent.
Execs hinted at a womenswear licensing plan to follow upon finding the right partner, further enhancing the British stalwart’s international presence. The recent capsule collection with Target was incredibly expansive — running the gamut from women’s dresses to men’s ties — so we imagine that’s been a strong factor in testing the strength of the interest for the brand stateside.
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