Moss London Debuts For AW14
High street suit store Moss Bros is going after a younger customer base with the launch of a new label.
Moss London, which will receive its full debut at the end of the month, was recently previewed at the brand’s Regent Street store.
It features slim-fit and standout suit styles, with details such as contrasting inset panels, leatherette trims and bottle green tartan patterns.
The line will kick off in AW14, but has already been confirmed as a seasonal range, with spring/summer collections also expected.
Tailoring, shirts, outerwear and accessories with designs reflecting the capital as a “hub of creativity” is the London firm’s main focus.
Moss Bros Commercial and Operations Director, Jemima Bird, said: “The idea around the brand is that London is ubiquitous. You don’t have to be from London to have the spirit of London, it’s about movement, passion and individuality.”
ASOS model Bill Huxley fronts the inaugural campaign. Bosses hope his tattooed look will position the label for a fashion-conscious audience.
“For us, these campaigns are about changing people’s perception about Moss Bros. We are a modern retailer that has a fresh direction you probably wouldn’t have thought of,” added Bird.
A selection of pieces has already been made available online at Moss.co.uk ahead of the full launch.
Current prices give an indication of the full range, expected to sit between £7 for pocket squares and up to £159 for suits.
Moss’ new London label will roll out in all 135 of the brand’s stores across the UK from 27th July 2014.