IFG plays the role of mix and match maker

SYDNEY: The International Fashion Group (IFG) recently found itself in a bit of a wardrobe dilemma.
As a Sydney-based distributor of premium international denim labels - including True Religion, 7 For All Mankind, Frankie B, C & C California and GoldSign - it was at a risk of becoming too bottom heavy.
And IFG marketing representative Jothy Hughes said it wasn't the only one.

"We have found the domestic market definitely falls short in providing men's shirting that is interesting without being over the top. There's a need for a quality shirt brand that can take you from the office out to dinner or drinks."

After months of research and development, the company has released an upmarket shirting brand dubbed Leon Henry. Set to launch late September, the debut collection includes a range of men's shirts with a view to expanding into knitwear in coming seasons.

The slim-fit styles, ranging in sizes small to extra large, are manufactured from quality European cottons and priced from $149.

Hughes said the response from local retailers and boutiques was "phenomenal" and had already surpassed expectations.

"We have set in place initiatives to become established within the domestic market and markets abroad. Due to the tremendously positive response to the current men's range, we plan to introduce women's shirts as of next summer."
Although yet to be released, Jothy confirmed sizes for the women's range would start at extra small to large.

Current stockists for the men's collection include select Glue stores throughout Australia, Denim Bar in Myer Melbourne, Tuchuzy, Woodhouse, Hybrid, stiller & father in Western Australia and Adrenalin in the Gold Coast.     

By Assia Benmedjdoub