Streetwear brand Mossimo will release an exclusive capsule collection to celebrate its 25th anniversary, ahead of a string of brand developments in the pipeline. The label, which will celebrate 25 years in operation this year, will launch the limited edition range in September via selected Mossimo and Myer stores, incorporating menswear, womenswear and denim styles. Pricepoints will mirror Mossimo seasonal collections and pieces are designed to reflect the brand’s timeline, featuring the classic Mossimo “M” volleyball short, printed tees and shorts for menswear, as well as a selection of tailored suiting and evening wear. Womenswear will feature pop colours and varied prints, with a strong emphasis on neon pinks, blues, yellows and floral prints. Brand Collective general manager Martin Matthews said the Mossimo anniversary collection launch is the first in a number of activities yet to come for the brand, with plans in motion to launch a dedicated e-commerce platform and a customer loyalty program in the next few months. “Our business is growing across all of our distribution channels and our sell-throughs have been considerably above market trends,” he said. “We are also looking to fully integrate our retail offer with our online offer by the start of September and we will also be launching a retail-led loyalty program for our customers. The ultimate goal for us is to have seamless integration of our brand across various channels.” As previously reported in Ragtrader, Mossimo is currently in the throes of a transformation that also includes a mass retail roll-out and store redesign. Daniela Aroche
