There’s something about spring that’s got us in a liberty state of mind—Liberty of London, that is. And with today’s announcement about an upcoming LOL (no, we are not “laughing out loud”) menswear collection has us feeling the love.
The department store cum Target collaborator signed a deal with Italian manufacturer Slowear Group to create a licensing arrangement, and they will debut a full range of menswear in Milan for Spring 2011. That’s just in time to get our partners in the company’s iconic floral prints for next year’s Fourth of July. Sure, Liberty of London doesn’t exactly shout American pride, but it does allude to a certain sense of fashion sense, so why not?
According to Liberty’s CEO Geoffroy de la Bourdonnaye, “We see this as a new beginning for the Liberty of London brand.” He goes on to say, “We wanted a licensing partner because it would have taken us years to build up the expertise of Slowear, which provides us with scale, expertise, and track record to design, manufacture, and distribute men’s fashion globally.” Makes sense to us.
The 200-piece collection will feature Liberty’s iconic prints, and will be available in their London flagship store with initial distribution to 200 outlets in the US, the UK, Italy, and Asia.
Via Vogue UK