UK label Dead Legacy has commenced its assault on the local market, with hopes of adding to its existing northern hemisphere stockist base including retailer Urban Outfitters.
The men's streetwear label, which debuted in the northern hemisphere six months ago and is currently stocked in 35 doors, is being distributed locally by Animal Agency. Former Diesel and Jack London staffer, Alex Anton, is heading up local sales.
Anton revealed Dead Legacy's hero designs are men's t-shirts with a rock and roll theme. Musical influences include The Rolling Stones, The Doors, The Who and more recent bands such as The Black Keys, The Strokes, The Gaslight Anthem and Smith Westerns.
The spring/summer 2011/12 collection features 29 styles in sizes small to extra large, and retail price points span $40 to $60.
“We're chasing mid-level, fast fashion streetwear and high street stockists like Glue Store, Edge, Universal, Live Clothing and Parliament Clothing," Anton said.
Dead Legacy's fabrics are manufactured in Bangladesh and designs printed in the UK. The label will launch an Australian e-commerce site in the coming weeks.