Hawes & Curtis, the British heritage men's brand, has made its first move into loungewear in response to changing consumer behaviour as a result of pandemic.
Since 1913 Hawes & Curtis has been best known for its quality formalwear, fine tailoring and premium cotton shirts, but in common with many brands it has seen demand for informal apparel increase during the crisis.
It response it has produced a pared back, luxe capsule collection featuring hooded sweatshirts, crewneck sweatshirts, sweatpants and T-shirts in organic cotton fabric, cut for a "modern fit".
The loungewear has been garment-dyed for an extra-soft touch and to enhance the colour while the pieces have also been pre-shrunk for a comfortable fitting garment that won't shrink in the wash. Designed to be mixed and matched, the collection is available in shades of grey, Airforce blue, dark green, blackberry, navy and black.
A first drop is now available online with more colour ways dropping until the end of February. Prices range from £25 for a T-shirt to £59 for a hooded sweatshirt.
Hawes & Curtis CEO Touker Suleyman said: "During this difficult time, we listened to our customers. We know how important it is to be adaptable and to understand the changing needs of our customers. Made from environmentally friendly organic cotton, our loungewear collection offers great design, great quality and great value."