Perry Ellis America aims to expand Europewide. The America iconic men’s and sportswear brand born in the ’80s is now ready to grow in the US and Europe and attract the young and street-minded consumer by launching a series of limited edition capsule collections.
Its European debut started in July 2019, within the Berlin shows, with a unique pool party held at Soho House Berlin hosting DJ sets from DJ Fat Tony, Honey Dijon and Joe Goddard, and personalities including Jack Brett Anderson, Harvey James, Charlotte Wiggins, Aaron Unknown, Betty Bachz and Rat Boy.
The European launch of the brand will start from the UK with the brand’s third limited edition capsule collection on August 15 and in mainland Europe with its fourth capsule in October 2019 to be sold exclusively with Zalando.
James Shepherd, brand director, Perry Ellis America, operating from the brand’s London office, said: "Perry Ellis is a household name in the USA, but here in Europe the brand is relatively unknown. However, the Gen Z customer is smart and savvy. These younger consumers love to adopt new brands that have a heritage, credibility and gravitas. Ultimately they want something that looks on trend and has depth. Perry Ellis America ticks those boxes.” He continued: “We are very excited to be introducing Perry Ellis America on the continent with Zalando as our launch partner dropping in August alongside JD Sports, Footlocker and House of Fraser. We have other retailers getting excited about the brand across Europe for delivery in 2020. Stateside, Perry Ellis America is going into Urban Outfitters from August."
“The time is right for the iconic Perry Ellis America brand to expand across the pond,” said Michael Maccari, creative director, Perry Ellis America. “Perry Ellis America was the designer’s answer to his personal need for true casualwear and originally launched in 1984 as a collaboration with Levi’s. This expanded his namesake collection into a new lifestyle as the first fashion collaboration of its kind. Our partners in the UK and Europe have carefully selected the best reissue and reinterpreted heritage pieces to introduce the line to a totally new consumer.”
Perry Ellis America Capsule 3 is a limited edition drop of the brand’s archive collection which features 35 fall pieces from the iconic ’90s assortment. It is a curated mix of both reissued archive pieces and updated interpretations of original designs, featuring new fabrications in nylon and canvas, cotton fleece and knitwear. Navy, red, hunter and gold dominate the palette.
It will be sold for £40 to £145 at retail and will be available in stores and online at House of Fraser, USC, Zalando and at Perryellisamerica.com.
Perry Ellis International Inc. is a leading designer, distributor and licensor of a broad line of men's and women's apparel, accessories and fragrances. Through its wholly owned subsidiaries, it owns a portfolio of nationally and internationally recognized brands, including Perry Ellis, An Original Penguin by Munsingwear, Laundry by Shelli Segal, Rafaella, Cubavera, Ben Hogan, Savane and Grand Slam.