SYDNEY: Danish menswear brand libertine-libertine will undertake a full launch into the Australian market next year, sealing its rollout strategy over a glass of beer.
The casualwear brand has initiated a limited release of its spring/summer 2011 collection, with the full offer set to hit stores in February. Founders Rasmus Bak, Pernille Schwarz and Peter Munch Ovesen said the rollout was discussed with their distributor Live in November 2009.
“After a few beers to warm us up, we decided the northern hemisphere SS11 collection would be the best one to start with,” Bak said. “Due to the seasonality issues, we work very hard on making sure we offer options relevant for the Australian market.”
The founding trio are ex-designers for cult brands Won Hundred and Acne, drawing on existing contacts to launch their menswear brand in 2009.
“The fabrics in the shirting are the same as those used by Acne and Our Legacy,” Bak said. “Pernille used to be the head designer at Won Hundred and has access to the best mills and factories in Eastern Europe [where the brand is also manufactured].”
The Australian launch collection will include 20 shirts, 10 tees, 10 knits, five chinos and two chino shorts with prices from $64.95 to $174.95. Initial stockists include Incu (NSW and Vic), Somewhere (Vic), Somedays (NSW), Yoyo Buffalo (WA), Right Hand Distribution (SA) and Dirt Box (Qld).
Assia Benmedjdoub