SYDNEY: The imminent launch of Wayne Cooper's menswear line looks set to benefit more than just the male of the species.
Department store Myer, which will stock the 80-piece range in some 35 of its leading stores, claimed Cooper's new line would form a central tenet of its forward strategy for menswear.
Myer director of apparel Judy Coomber said the retailer had been working for some time to reposition its menswear offer for a broader customer base.
"Wayne Cooper menswear is about fashion for men that is pretty directional without being alienating. It's got a slightly 'rock' feel and is at the 'pointy' end of fashion, which reflects the way we are moving with our menswear offer," she said.
Launching on February 1 and positioned as "a line that every man can wear, from fantastic suits to rock n? roll inspired T-shirts and jeans", the collection will carry upper mid-market price points.
Suits will range in price from $495 to $650, shirts from $99.95 to $140, trousers from $140 to $220 and T-shirts from $49.95 to $69.95. Jeans will retail at $120, trench coats at $250, pea coats at $295 and jumpers at $99.95.
Wayne Cooper menswear would have a dedicated fit out in Myer stores and would feature prominently in Myer's new season 'Fashion Launch Book', to be released the second week of February. The brand would also be promoted through fashion shows marking the launch of L'Oréal Melbourne Fashion Festival, Coomber said.
Myer would bring a further two or three menswear designers "with their own distinctive handwriting" into its fold as time went on, with a view to giving more edge to its menswear offer.
Wayne Cooper artistic director Jean Ferraud said the company had also benefited from its relationship with Myer.
"The idea is to be able to combine quality and look at a less expensive price - and that is possible with the range being sold in Myer stores, as well as Wayne Cooper's QV store in Melbourne, the Chapel Street store in Melbourne and our Paddington store in Sydney."
He said the range would offer men designer looks at competitive price points with superfine wool suiting, extra fine merino and pure cotton shirting.
"The quality of the fabric and make, combined with the price point, will make it very competitive in the Australian menswear market."