Paul Weller label Real Stars Are Rare falls short on crowdfunding campaign

Paul Weller's fashion label Real Stars Are Rare fell short of its £400,000 target for its crowdfunding campaign, which closes today.

The brand achieved 58% of its ambitious target raising £232,270 from a total of 198 investors on the Crowdcube platform and announced on social media today that it would instead be "moving the conversation forward with a smaller group of investors". It thanked all those who took part and said it was disappointed not to be able to "include everyone at this stage".

Real Stars Are Rare social media announcement

Real Stars Are Rare launched its campaign via Crowdcube last month and said it intended to invest the funds raised in broadening the collection, refreshing the website/e-store, dedicated support in design and production, and marketing and advertising.

The brand was launched in 2014 by Weller and business partner and retail veteran Phil Bickley, who owns Notting Hill men's boutique Tonic. With no marketing investment it has turned over more than £400,000 since launch and is targeting sales of £2m by 2021.

The collection, which has a pared back Mod aesthetic, is sold on the Real Stars Are Rare website and in the Tonic boutique. The range includes tailoring, knitwear, shirts, t-shirts and accessories. Prices for t-shirts start at £45 with suits from £450.