Ben Sherman collaborates with Pendleton and Alpha Industries

By

Bruno Joly

Published
Jan 29, 2015

A regular of the now defunct Bread & Butter, Ben Sherman just recently exhibited at Seek in Berlin after Pitti Uomo Florence. The two fairs provided the label with the opportunity to promote two collaborations aimed at a selection of retailers and chain stores for fall-winter 2015/16. A collection of three bomber jackets with Alpha Industries and a collection of shirts with Pendleton. Two iconic American labels.

"We are offering two collaborations for the fall. We only do this when it makes sense and when there is a connection with the brand. Alpha Industries has a tie to our Anglo-Saxon musical culture. Their iconic pieces were worn in the ska circle, for example. Pendleton is a little like the American equivalent of Ben Sherman, a very popular brand in the 60s for its dress shirt," summed up Mark Maidment, CEO since spring 2013.

More than anything he has been working hard, since the broadening of his role, having been creative director, to clearly redefine the brand's image and offer. Thus, since spring/summer 2014, the offer only exists under the Ben Sherman label. The three divisions that were Plectrum, Duke Street Foundry and British Wardrobe Staple, basically the basics of the brands, are no more. Since the first two were more high-end, with, for example, sales prices at Plectrum 20 to 30% higher, Ben Sherman was able to review and lower prices a bit.

"2014 was a better year than 2013. It is a difficult market. But, we have clarified our strategy. Our roots are our DNA. Our style borrows from heritage and modernity," he said, without citing numbers. The brand is owned by Oxford Industries.