SYDNEY: Jets creative director Jessika Allen reckons she has captured the essence of the Australian male – and it can be summed up in just one little brief.
Having been quick to establish her eponymous label Jets by Jessika Allen womenswear among the most sought- after luxury Australian swimwear brands, Allen is hoping to replicate its success with the launch of a new range developed exclusively for men.
Appropriately titled Jets Man, the new menswear arm features nine stories across four different styles: classic racer, boy leg, retro pant and board short.
Established to complement the unique styling of the womenswear range, it boasts what Allen described as an “eclectic” mix of prints and is constructed from four different fabrics, each with a lycra blend.
The brand had a soft launch at the David Jones spring/summer 2009/10 launch in Sydney but made its public debut during the Rosemount Sydney Fashion Festival last week.
Targeting “street-wise, sporty and fashion-saavy” men, Allen said the extension into menswear was a natural move for the brand.
“Jets has always recognised the opportunity to develop a menswear collection [and] the timing was right this year. With the Jets brand well established and the continual success of Jets by Jessika Allen, it was a natural progression for the brand to expand into a new chapter.”
Allen said she considered it essential the collection strike the right balance between personality and style.
“[The biggest challenge was] defining the Australian man. In developing the collection it was about finding the right balance between the cultures of the Australian male. A position that was confident and fashion-relevant, ideally, defining the Australian urban man.”
Available in standard sizing small, medium, large and extra large, the range boasts retail price points of between $60 and $150 apiece.
Allen, who along with partner Adrian bought and re-launched Jets in 2001, said the launch would be supported by an extensive promotional point of sale and web campaign to be rolled out across the next few months.
The announcement coincides with the launch of a new season campaign by the brand’s womenswear arm which was shot in North Queensland.