Brooks Brothers announced this week that the much anticipated collection designed by rising men's designer
Thom Browne would be expanded to include a women's line as well. The line will be called "
Black Fleece", a reference to the iconic golden fleece that serves as the brand's symbol and appears on many of its labels as well as on polo shirts and other sportswear. Browne's name will not appear on the label, but will be used to promote the collection that will be found in about 30 Brooks Brothers stores this fall. The legendary retailer has been working hard to restore the quality and prestige of its name since 2001 when Retail Brand Alliance bought it from England's Marks & Spencer, who had traded the company's goods too far down. Still, the Black Fleece label will fall squarely in the upper range of the Designer category with suits retailing between $3,000 and $4,000, and special items going even higher. Clearly, they are working to attract a new customer to the store. While Browne's designs have their roots in Brooks-style classical tailoring, we're not sure what their typical customer would make of the designer's extreme shrunken proportions and eccentric details like a tuxedo in lacy point d'esprit or the removable bustle attached to an otherwise normal looking jacket that we have seen in stores this season. Browne's upcoming
Fall signature collection was criticized by many for being overly extreme, self-indulgent and just plain inscrutable, though his penchant for mixing traditional male and female aesthetics could bode well for the women's portion of the line, so we are looking forward to seeing how he will adapt to the Brooks Brothers arena.
Latest Designer Link: Brooks Bros. to Unveil Thom Browne Women's (WWD)
