Reiss links with Ché for sustainable summer collection
Reiss has linked up with Oliver Cheshire's Ché brand to launch a “sustainable collaborative collection that taps into the customer’s increasing interest in luxury holiday wear”. It’s available online and in stores in the UK and US.
“Shopping for your holidays no longer means just a pair of swim shorts. Customers are after a curated, complete holiday wardrobe”, said Reiss menswear director Alex Field.
The menswear collection comprises 26 styles that reflect Reiss’s “tailored urban sensibility, Ché’s eternal-summer aesthetic and tap the current resortwear boom”, we’re told.
The “yearning for holiday dressing” is no surprise given the fact that the pandemic meant consumers were unable to travel abroad or often to travel with their own countries from March 2020 and travel remained challenging even when it was later allowed.
Ignoring the current UK problems of flight cancellations and rail strikes, the summer holiday season is back in strength so the timing is just about perfect for such a collection.
So what does the offer include? It’s an “optimistic line-up of Cuban-collar shirts, patterned co-ords, knitted polos, swimwear, T-shirts, and tracksuits [that are] staples for both brands” in a “typical Reiss palette with Ché-inflected graphic details such as their trademark stripes”.
Field said that the two firms “leant on each other’s strengths and expertise to create improved offerings”.
And Oliver Cheshire added: “For me, it’s about more than just two logos on a T-shirt. I wanted this to be about the fabrics, the technology, and the synergy of the two brands. Plus, I love Reiss knitwear, so we’ve been able to merge well”.
The companies added that “Ché’s eco-conscious ethos met Reiss’s evolution towards cleaner fashion” so that “every style comes with outstanding sustainable credentials”.
That means swim shorts made from 100% recycled nylon that was regenerated from waste yarns and fabric scraps with “optimal resistance to chlorine, saltwater, and UV light”. This also prevents “scrap textiles and indestructible plastic-based products from heading to landfills and the ocean”.
Meanwhile, polo shirts come in cotton produced through a responsible waterless process, reducing the output of wastewater and CO2 emissions. And the Valbonne shirt is made from Lenzing’s EcoVero viscose fibre derived exclusively from certified renewable wood sources.
The collection launches on 8 June in Reiss’s London-region stores on Barrett Street, in Bluewater, Kent House, and T5 Heathrow, as well as its Trafford store in Manchester. In the US, the pieces are in the Bleecker Street store in New York and the Miami branch.
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