Only & Sons, the new men's brand from Bestseller

By

Olivier Guyot

Published
Nov 13, 2013

Last summer, Bestseller announced it would be creating a new men's line. Now it has revealed the label’s name and market price point. The Danish group is going with denim and playing off the name of its women's 'Only' label.

Only & Sons is being positioned at the entry level and will initially target markets in northern Europe with a fast fashion business model. The line is expected to go on sale in the fall with a price range between 50 and 70 euros for jeans, placing it on par with Jack&Jones Originals. According to initial reports, Only & Sons is expected to release six collections per year with distribution online and in retail stores. The first collections will be presented during the Berlin Fashion Week in January. Bestseller occupied a hall all on its own at Bread & Butter last season. The company said there would not be a repeat performance but that it would return to the Arena Hall in Berlin Treptow.