Brand house Stage II has backed up the launch of its latest label, Silent Theory, with a repositioning of womenswear label Jorge.
The Geelong headquartered-company has just released refreshed Jorge designs to its 150 plus stockists for winter 2011. Stage II marketing coordinator Lisa Kennedy said the company was actively targeting existing client and department store David Jones to carry the new look label.
“The look has changed, almost grown up in a way, becoming suited to someone in their twenties as opposed to tweens,” Kennedy explained.
The overhaul has been spearheaded by designer Angela Bauer and comes three years after Jorge first hit the market. Kennedy revealed Stage II is currently in talks on rolling out Jorge branded swimwear for spring/summer 2011/12 but the move is yet to be confirmed.
Already picked up by David Jones is Stage II's youngest label, unisex t-shirt brand Silent Theory. Unveiled at the close of 2010, the brand has secured stockists including Glue Store, Universal, Max Power, New Generation and a host of independents.
“There was a real opportunity to provide to the marketplace large format printed graphics on tees that had minimal text and are all about the photo print,” Kennedy said of the launch.
“[There was] also a strong emerging trend in youths wanting more photographic tees as opposed to vector illustrated and branded tees.”
Kennedy said the goal for Silent Theory for 2011 was to continue to grow its stockist base, with the brand's eight drops per year and Australian-based printing aiding with stockists' desire for speed to market.
Stage II also manages brands All About Eve, Just Add Sugar, St Goliath, Deacon Clothing, Angry Minds and Urbanology.