MCS, the sportswear total look brand previously known as Marlboro Classics, has announced some changes for the upcoming seasons.

Eight months after the acquisition by Emerisque Fund, the brand will be relaunched according to new operations and strategies. From s/s 2014 they have temporarily stopped offering the women’s collection and concentrated on their men’s line in order to strengthen the brand’s identity and authentic DNA.

The company wants to focus on further investments in terms of new managers, better supply chain and retail operations. For instance, from January 2014 they redesigned their two showrooms in Milan and Paris. From s/s 2014 they have started a series of co-branding and partnerships launching some capsule collections with partners such as MotoGP, Ford and Radio Days Classic Films. Moreover, they are working on a redesign of the brand’s website that will also include e-commerce starting from August and September 2014.

Leo Cantagalli, CEO, MCS, commented: “Our aim is to become the most interesting affordable luxury brand of the market. We want to increase our sales by offering the best quality at most interesting prices through captivating marketing initiatives.” Major upcoming markets the brand aims to expand in are China and Russia.