Streetwear Launch To Target Menswear Retailers
New British streetwear label Uniformes Generale will launch with a pop-up shop at London’s Boxpark next month before going after larger menswear retailers, its founder has confirmed.
The strategy was recently laid out by former Next menswear designer Adam Creed, who started the venture after leaving the multiple last year.
Uniformes Generale will initially roll out a 17-piece AW14 range which includes t-shirts, sweatshirts and jackets.
Preview images show clothing in basic shades alongside pops of colour such as a grey marl hoodie with yellow down lining.
In addition to the mainline offering, the launch collection also contains a six-piece t-shirt collaboration with Manchester-based illustrator, Ben Lamb.
Following a week-long stint in Shoreditch, Uniformes Generale plans to target deals to be stocked in the likes of Oi Polloi and End Clothing.
A statement on the brand’s currently inactive website says: “Despite having over 50 years of combined experience in the world of menswear, we are now more than ever driven by the desire to bring you by the process of osmosis the freshest new directions from our constant worldwide travels and our never ending search for the ultimate inspiration.”
Uniformes Generale’s e-commerce platform will go live on 29th August, with the pop-up shop opening 1st September.
Retail prices have been confirmed to start from £35 for t-shirts, going up to £175 for jackets.