Womenswear retailer Monsoon is collaborating with start-up design group Sonja Frick Design to create the branding for its first foray into the male fashion market.
The clothing range, which launches tomorrow at the retailer’s standalone store in London’s Covent Garden, is intended to expand Monsoon’s positioning, taking the essence of the brand and extending it to an exclusive collection for men.
Sonja Frick has worked with Monsoon previously, spearheading an identity project for the Oxford Street flagship store, when she was creative director at Glazer.
At the time, she envisaged Monsoon ‘pulling the whole brand together’ through its design (DW 14 August). It is understood that she left the company in the summer to launch Sonja Frick Design.
The theme for the menswear collection is inspired by the history of travel and is called ‘The Grand Tour.’ It will include washed and worn items with a vintage feel, vibrant prints and knitwear items. The look is predominately casual.
The Monsoon Men brand will roll out across 13 existing stores throughout the autumn.