During the last edition of Bread & Butter Berlin, the Italian women’s total look brand Silvian Heach has announced the launch of a new complete jeans collection and of the new younger and more affordable diffusion line SH - both available from s/s 2015.

Top by Silvian Heach denim
Top by Silvian Heach denim
The jeans line will include about 300 items to be sold at retail prices below €100. “We strongly believe in the potential of this product category,” commented Mena Marano, CEO and co-owner, Arav Fashion Group. “For this our new denim selection will offer a complete total look collection that will be managed through a new a distinct division inside the company. For this new collection we are focusing on great research on details, washes and denim. For this, for instance, we will employ made in Italy fabrics.”

The other new product offer – which was not presented during the trade show – will be managed as a distinct brand from their more adult focused Silvian Heach brand. “The SH brand will be distributed separately through a distinct network and will be characterized by a very young and fashion-minded identity,” continues Marano referring to a complete collection aimed at the 18-25 year-olds and made up of about 300 items to be offered at average retail prices of €30. The company has already signed an agreement for opening monobrand stores that will sell the newborn brand worldwide through a Canadian retail specialized company, Fab. Marano explained: “We have signed a first step agreement with this company through which we will be opening the first SH stores already from s/s 2015. Through this partner we want to open about 20 stores by end 2019, plus we will be reconverting some of our own Silvian Heach stores into SH stores. For instance, one of the first markets with high potential growth is Turkey since consumers are very much caring for price there.”