Ally Fashion has expanded into the menswear space, launching a new brand, AM Supply.
The launch of AM Supply follows Ally's other category expansions executed recently including into the curve market with brand You & All, and maternity/kidswear with Mummy & Me.
AM Supply offers minimalistic basics including tees, tanks, shorts, long sleeves, shirts, tracksuit pants, chinos and accessories.
Ally Fashion CEO Anne-Marie Wade told Ragtrader that the business always had a goal to expand into menswear.
"It was a part of our long-term goal to offer value outside of womenswear, so venturing out and making menswear designs was something we’ve had on our mind for a very long time.
"Of course, it’s very important for the team to always keep an eye on the market and mentally note down the latest trends. It’s definitely a fast-paced industry that’s exciting and every-changing.
"That's how we saw a gap in the market. We identified a great opportunity and wanted to put out a strong offering for the Aussie man.
"We have successfully executed womenswear and kidswear, so it was definitely the next organic step forward for us," she said.
Utilising fabrics such as cotton and linen, AM Supply gives men the option to purchase staple pieces that are made from earth-grown resources.
"Inspired by the robust Australian climate and lifestyle, the premium fabrications and fit are curated for ease of wear," Wade said.
"The organic fibres allow AM Supply men to stay cool and comfortable no matter where their day takes them.
"With our collection we can equip our market with the clean and minimalistic on-trend pieces they need to stay sharp and on point.
"From catching some waves at the beach to grabbing a coffee, they’re going to be looking effortlessly stylish.
"Additionally, through optimisation of our supply chain we’re able to put such a strong focus on the quality of our products.
"It let’s us offer easy accessibility and attractive pricing for our market," she said.
The first AM Supply collection is available now on the Ally website and retails for between $15 and $60.