Debenhams enlists new designers for menswear challenge

Debenhams is hoping to inject a younger, edgier style into its menswear, with the launch of a competition to find up-and-coming designers.

Debenhams: introduces a younger, edgier menswear range for 2012
Debenhams: introduces a younger, edgier menswear range for 2012

It is currently judging entries from designers across the country with a view to signing up two to produce capsule collections for selected stores.

If the new designers prove popular, the ranges could be sold more widely through the 160-store chain, alongside other Designers at Debenhams, including Jeff Banks and Jasper Conran. Details are still in the planning stage.

Designers at Debenhams first launched in 1993, however the collaborations have always been with established designers or those already making a name for themselves.

The brand hopes the new designers will bring an "edgier" feel to its menswear.

Debenhams has been introducing a more youthful focus across all its menswear ranges this year. A capsule range of £120 suits was developed for the spring/summer 2012 under the Red Herring’s new sub-brand, Red Line and also for its J Jeans by Jasper Conran brand.

A spokesman for Debenhams said: "We're injecting more youth across the ranges by making sure we're on trend, particularly with prints and our take on 'Hawaii Five-O'."

Menswear is moving towards a "bright and youthful aesthetic" for 2012 to reflect the international catwalk trends, he added.

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