English Rose by English Laundry
The men’s line English Laundry by Christoper Wicks, known for its embroidered and embellished woven collared shirts, launched a sister line, English Rose by English Laundry, for Spring 2007.
Christian Wicks, the vice president of Los Angeles–based Defiance USA, the parent company for English Laundry, said that the company toyed with the idea of launching a women’s line in the past, but the final push came from one of English Laundry’s top clients, Metropark. English Laundry’s woven shirts are a bestseller at Metropark, and the retailer suggested the design label launch a women’s division, according to Wicks.
“We have an incredible business with English Laundry in our men’s world. I think we’re a destination for English Laundry,” said Renee Bell, general merchandising manager and vice president of merchandising for Metropark. “It’s very unique at this point in the contemporary market for who’s doing button-front woven shirts with the detailing at this price point,” Bell continued, adding that English Rose has performed just as well for the same reasons. Metropark reordered key English Rose items three times.
Defiance USA, a music-centric stable of brands, is headed by Wicks’ father, Chief Executive and Creative Director Christopher Wicks. The company owns the brands English Laundry, DaVinci and English Heroes by English Laundry and has the license for the Fender clothing collection and Jimi Hendrix “The Experience”: A Clothing Collection.
Manchester, England–born Christopher Wicks has hit the jackpot with the right product at the right time before. “We took on the Fender license, and that was right when the rock ’n’ roll [and apparel fusion] started to happen,” Christian Wicks said.
English Laundry’s woven shirts with regal embroidery also capitalized on the rock-lifestyle look by providing crossover appeal with Christopher Wicks’ British style.
English Rose follows the same path of menswear staples with an updated and embellished slant, such as a woven cotton shirt with medieval floral embroidery and Union Jack buttons. A fashionable, feminine spin is put on items such as a double-breasted vest in a funky floral print and a trench coat in plaid. One cotton/wool knit vest features an embroidered crest on the back.
Wholesale price points range from $28 to $65. For more information, call the Defiance USA showroom in the California Market Center, suite C402, at (213) 489-3994. —Rhea Cortado
