Canterbury of New Zealand, is to rugby what Dyson is to carpets. Now, the brand which outfits the world's biggest rugby teams is attempting to gain a foothold in the fashion market.
For autumn 2010 Canterbury is launching a fashion range which takes its inspiration partly from the brand's rugby-inspired handwriting and partly from the collegiate-inspired casualwear that has helped fuel Superdry's success.
It's not the first time that Canterbury has tried its hand breaking into the mainstream fashion market. The last time was when Argentine polo brand La Martina was riding high and its stand at Pitti Uomo was a virtual roadblock of perma-tanned Southern European buyers swigging prosecco and comparing their bouffants.
For its second attempt to drive sales from the fashion market, Canterbury is relying less on its flagship rugby shirt style and has developed an interesting collection of preppy casualwear. There are echoes of Abercrombie, Holister, Superdry and Polo Ralph Lauren with styles including quilted gilets, check shirts, block-striped rugby shirts and hoodies, and casual outerwear.
The spring 2011 collection will be unveiled at next month's Bread & Butter.
For more information contact 0161 947 9944 or visit www.canterburyofnz.com.Source URL: http://icip2idayusof.blogspot.com/2010/06/rugger-brand-canterbury-launches-new.html
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