British heritage brand Hawes and Curtis has launched its first loungewear collection in response to an increasing demand for more casual apparel during the pandemic.
The brand, which normally specializes in formalwear, will now be selling elevated essentials including hooded sweatshirts, crewneck sweatshirts, sweatpants and T-shirts in 100 percent organic cotton.
Since 1913 Hawes & Curtis has been best known for its quality formalwear, fine tailoring and premium cotton shirts. To reflect the current climate, the brand is expanding its product offering by adapting its styling requirements to reflect the changing needs of its customers.
The pared-back capsule collection features elevated essentials including hooded sweatshirts, crewneck sweatshirts, sweatpants and T-shirts in super-soft organic cotton fabric. Designed to be the off-duty go-to, every piece has been cut with a modern fit without compromising on comfort.
Designed to be mixed and matched, the collection is available in shades of grey, Air force blue, dark green, and blackberry, navy and black.
The loungewear category has skyrocketed in popularity in the past year as people across the country got used to working from home and generally spending more time indoors.
“During this difficult time, we listened to our customers. We know how important it is to be adaptable and to understand the changing needs of our customers,” said Hawes and Curtis CEO Touker Suleyman in a statement.
The collection is available online with additional color ways dropping through to the end of February.
Hawes & Curtis is a quintessentially British brand specializing in fine tailoring and accessories for men and women. Founded in 1913 by Ralph Hawes and George Frederick Curtis, the brand continues to deliver the promise of exceptional quality, innovation and outstanding value.
Hawes & Curtis opened its first store in the Piccadilly Arcade and has had many distinguished clients through its doors, including the Duke of Windsor, Lord Mountbatten and Fred Astaire.
As a result of Hawes & Curtis’ commitment to impeccable service and product excellence, the brand has been awarded four Royal Warrants. Hawes & Curtis operates more than 20 stores in the UK and a store in Germany. The flagship store remains on London’s Jermyn Street, famous for its resident shirt makers.
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Source: FASHIONUNITED & Yahoo Finance