Repeat company launches premium brand

    Hailing from the same fashion house as Repeat, Drys, (pronounced Droose) is a slightly more premium collection, launched for autumn 10. Its more premium positioning has liberated the brand to use more embellishment, more complicated techniques and just generally better fabrics. Sheer layers, silky printed tunics, lace dresses and light washed denims are all in the mix, with gentle ruching and draping both key techniques in the brand’s personality. With the emphasis on layering there are also little embellished waistcoats, cropped jackets and tiered skirts. The palette is bang in trend in a dusky spectrum of pinks and greys spread with make-up tones and light blue also in the mix. A wearable look, this is a brand that a buyer can buy in to straddle mainstream and contemporary styles. There are eight collections per year and the prices, though higher than Repeat’s are still not prohibitive, with tunics from about £20 on a 2.8 markup. Bear in mind that the company behind Repeat and Drys also has a plus size brand called Replace.
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