The Australian licensee for international denim giant Lee will announce a local designer collaboration next month as part of efforts to tailor the brand to local consumers.
Respected brand house True Alliance has partnered with streetwear label Chronicles of Never to create a capsule collection for autumn/winter 2012. While True Alliance has vowed to keep a lid on the venture until October, Ragtrader has learned the collection will comprise of menswear, womenswear, denim and apparel.
Brands under True Alliance include Lee, Ben Sherman, Lacoste, Speedo, Wrangler and Reebok. In an interview with Ragtrader earlier this year, Lee marketing manager Nelly Phelan confirmed the brand would look to tailor its approach to the Australian market with a dedicated interactive website, partnerships with local music festivals and brand collaborations.
The moves comes as Chronicles of Never, a niche designer brand founded by former Ksubi co-creator Gareth Moody, looks to capitalise on commercial opportunities outside of product expansion. Alongside eyewear collaborations with Gaz Mulcahy, Moody signed on as ambassador for new designer trade fair The Wearer’s Right this year.
