Driza-Bone puts our feelers for new market

Iconic Australian brand Driza-Bone has expanded with an urban apparel offering and new stores.
Going back to where it all started for the company in 1898, Driza-Bone plans to open a store in Manly this September and has expanded its apparel range by 50 per cent for winter 06. The established country wear brand is taking a new direction with styles targeted at the city savvy shopper. The men's and women's wear company is offering a range of stylish rain/weather proof jackets for men and women, a Merino wool program, selection of Italian made knits and quality cotton shirting and drill trousers all for men.
The new breathable rain/weather proof jackets are priced as a shell for $199 or padded with a removable insulation layer at $499. Made in Australia the Merino wool program offers long and short sleeve T-shirts, zip neck and polo long sleeve tops that can be worn on their own or as an insulation layer. Geared to the outdoor sports market and priced from $89 to $120, the 18 micron wool pieces are available in black, blue and silver grey with plans to offer heavier weights in the future.
Driza-Bone product manager Tony Tresidder said the range in the past had been limited.
"Our country customer is an important part of our label but we feel this market hasn't got a lot of room to grow. Expanding to the urban market, where the brand originally started, allows us to grow. Driza-Bone has had a reputation for quality and traditional technology especially with our jackets. We have to move forward and seem innovative with new technological fabrics and fashion forward designs."
Hoping to give the brand a recognisable identity overseas, two stores are opening in Japan this year under licensee with Japanese apparel company World Corporation. A three story free-standing store in Shinjuku is due to open in September and another opened last week in Tokyo.