Melbourne-based label Nique is preparing to expand into the denim category with the launch of its own line and has recruited former Country Road denim designer Jess Cheung to lead the design direction.
Cheung will work on the collection with Nique's new production manager Katie Quin, who has previously worked on denim at Quicksilver and the first samples of the Nique Denim line will be available in-store via a soft launch in August.
The initial Nique Denim range will consist of two styles – straight and skinny – for men and women and will be available in three washes – ink, black and “used black”. Specific price points are still being determined but the range will retail for under $200, according to Nique director Nick Ennis.
Nique currently has four retail outlets and 90 stockists in Australia and will also open the doors of its first Melbourne Central store on April 15, which will include a designated section to showcase the label's new denim range.
Ennis said the new category is being launched in response to market demand for Nique to stock its own denim range. Nique will stop stocking certain denim labels, such as Denim & Thread and Minimum, as a result.
“We have stocked other denim labels in the past but, increasingly, people were asking us for our own denim and so we thought – let's just do it.
“The first wave of prototypes has just arrived and at this stage we're shaping the range and finalising all the trimmings and branding.
“We will then put in the first order to get them on the shop floor and we will be dropping some of the international brands we have previously stocked.”
Daniela Aroche