SYDNEY: We Are Handsome looks set to land a minimum of 40 overseas stockists for its first internationally available collection.
Cofounder of the young swimwear label, Jeremy Somers, said he anticipated 40 to 70 new international accounts for the brand's spring/summer 2010/11 season.
The collection will land in Europe in December and the US in January, with confirmed stockists including Opening Ceremony (USA), Department Quartier 206 (Germany) and Aritzia (Canada).
The international accounts are in addition to the 25 to 30 stockists the brand has secured on home soil since its launch a mere 10 months ago.
“I think that we've hit the market as it's bouncing back, as people start spending again and are looking for something new,” Somers said.
The spring/summer 2010/11 collection features 10 hand-designed prints “inspired by the elegant adventurism of the 1970s, 80s and 90s”. There are six different cuts including a low scoop back one-piece, a zip-front sleeveless bodysuit, a string bikini and men's trunks.
In addition to catering to the swimwear sector, We Are Handsome's designs have also been picked up by the general apparel market.
“The crossover strategy started to appear after our launch. We noticed girls styling the pieces with cutoffs and high waisted jeans, which we think was partly due to the styling of some of the shots in our campaign. It became more apparent we'd hit a nerve and niche as the months went on,” Somers said.
We Are Handsome is designed by Somers and former Oscar And Elvis designer, Indhra Chagoury. The label is 100 per cent manufactured on shore and its key fabric is a polyester elastomeric blend.
“For one, we're very proud of Australia's swimwear and we're known for producing some of the best in the world. For us, quality control comes into it a lot,” Somers said.
The label's top selling style is its original scoop-back one piece and price points span $140 for a bikini to $265 for bodysuits. Australian sales are managed by Dollface Fashion Agency, European sales by RobinsonPfeffer, and American sales by Place Los Angeles.
Somers revealed he and Chagoury plan to expand the We Are Handsome range as soon as possible.
“We're adapting our plan daily as things eventuate, as we gain new stockists and new countries and territories find out about us,” Somers said. “We're riding the wave now, and are along for the ride.”