Hawes & Curtis enters loungewear category

By

Sandra Halliday

Published
Jan 27, 2021

Another day, another loungewear launch. This time it’s British heritage brand Hawes & Curtis that has unveiled its first ever luxury loungewear collection “to reflect consumer demand during the pandemic”. 

It comes as a succession of companies usually known for their more formal offer adapt to the new normal. Hawes & Curtis said lockdown shopping behaviours have seen customers “more likely to purchase apparel with a casual slant”.

The 108-year-old upscale brand is best known for its formalwear, tailoring and premium cotton shirts. But such pieces have largely stayed on the shelves since the first UK lockdown last March.

Consumers are working from home and social events have been cancelled globally. It said it’s “expanding its product offering by adapting its styling requirements to reflect the changing needs of its customers.  

So what does the new offer comprise? The “pared-back capsule collection” features “elevated essentials including hooded sweatshirts, crewneck sweatshirts, sweatpants and T-shirts in super-soft organic cotton fabric”. The pieces are designed to be “the off-duty go-to” in “high quality 100% organic cotton”.

The items have been garment-dyed and pre-shrunk and are made to be mixed and matched, in shades of grey, Airforce blue, dark green, blackberry, navy and black.

Having launched this week, additional colourways will also drop through to the end of February. Prices range from £25 for T-shirt up to £59 for a hooded sweatshirt.