Ben Sherman to launch kids collection and eyewear in US

By

Obi Anyanwu

Published
Oct 31, 2016

British clothing company Ben Sherman announced this month that it will launch its eyewear and children’s collections in the US by spring 2017. Although the brand closed all of its US stores, it does not have plans to exit the US market entirely.
 

The children’s collection includes shirts, pants, outerwear and accessories for young boys and teens. The eyewear collection is for adult males and consists of sunglasses with plaid details that pay homage to the brand’s signature shirting. Aviators and wayfarers in various sizes and colors comprise the collection and vary in lens colors like indigo and gold and in frame color and pattern like matte black and tortoise. Prices for the Ben Sherman sunglass collection will range from $45 to $140.
 
Ben Sherman closed its New York City flagship store in SoHo this year after operating for 10 years. The company expressed interest in opening a new location in the city but declined to share exactly where and when. Marquee Brands purchased Ben Sherman in 2015 for $64 million and plans to reinvent the brand as a lifestyle label as opposed to a shirting brand.

Despite the shift in direction, Ben Sherman previewed a line of shirts for spring 2017 that pay homage to past styles from the 1960s and 1970s. The shirts retain the original branding and patterns but have updated silhouettes.
 
The spring 2017 and new eyewear and children’s lines will launch in early 2017.