Search to launch its own exclusive label to launch its own exclusive label

The British fashion chain defines its fashion identity

Come January, will be adding a new exclusive label to its luxury stable of famed brands

Named, Raey, the UK-based retailer has recently announced its new men's and women's private label collection – a rebranding of its previous 2007 women's collection Freda. 

According to WWD, Ruth Champan who co-founded with her husband Tom Champan, said Raey  is "much more youthful. It's very clean, it's very minimal, it's very cool." adding that "The womenswear has a really strongly masculine flavor, but you still feel like a girl in it, and the boys' is really focused on laid-back effortless wardrobe pieces." to launch its own exclusive label (фото 1)

The founding couple hired Rachael Proud, whose most recent posts include being a design director at Christopher Kane and buyer for Topshop, to lead the project's design staff. Often called Ray by her friends and family, her nickname even helped inspire the line's unisex name. 

"She's crossed both worlds," Ruth said, "Rachael's worked in luxury fashion, and she's also worked in high-volume contemporary product and buying, so she's done both roles." The collection ranges from boxy cotton tops and white wide-leg trousers to brightly coloured jackets and cashmere tracksuits for both men and women. 

Ruth aims to keep Raey as a "stealth" collection for fashion insiders and as of yet has no plans to wholesale the exclusive designs.

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