Browns Broadens Its Fashion Scope With Vintage, Couture — and High-Performance
LONDON — Browns has been translating its approach to a host of categories beyond traditional luxury. The British retailer has been putting more focus on vintage labels that offer one-off, upcycled pieces; emerging brands sourced from fringe fashion weeks; couture; customizable fine jewelry, or on the other end of the spectrum, high-performance. While these categories vary in price point and target audience, the company is aiming to maintain a common thread by adding its own lighthearted spirit on all launches. In the case of high-performance — which is making its debut across the men’s and women’s departments — the focus has been on bringing together fashion-forward pieces with sports labels that have, in many cases, never worked with a fashion-led retailer before. Head of men’s wear buying Dean Cook said it’s no longer unusual for performance and luxury fashion labels to sit next to each other on the shop floor, as the mix simply “reflects a customer’s lifestyle.” His edit for the category focuses on the worlds of cycling, running and hiking, with technical labels such as Pas Normal, POC and Soar as well as fitness and training items. Browns has also tapped Rapha, the British performance cycling apparel brand, which is working with a luxury fashion
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