Press Release - 27 june 2011
McGregor launches ‘Twenty One by McGregor’ at Bread and Butter in Berlin 6-8 July 2011
The new ‘Twenty One by McGregor’ collection is inspired by the 90 years of the brand’s heritage and it’s foundation in 1921. McGregor’s heritage includes the red Anti Freeze Jacket, worn by James Dean in Rebel Without A Cause in 1955. His uniform of blue jeans, white t-shirt and McGregor jacket became the most iconic combination in movie history and the look of a generation was born. This iconic American inspired denim lifestyle of ‘Twenty One by McGregor’ adds a new soul, and represents a perfect mix of this genuine association with American sportswear and the brand’s extensive archives.
If McGregor’s main Sportswear line represents The Hamptons and the Distinction line is Manhattan, then ‘Twenty One’ adds the attitude and grittier feel of the soulful New York borough of Brooklyn. ‘Twenty One by McGregor’ is characterized by this rugged soul, but also combines the preppy influences and detail characteristics that are undeniably McGregor.
Christian Arkins, Creative Director at McGregor, has a resumé entrenched in American sportswear, and has discovered gold within the archives and wants to take this inspiration to the next level: “ ‘Twenty One’ is a denim lifestyle, not a denim brand. It’s for all seasons. It’s classic cool, relaxed & refined, heavy in denim, vintage inspired and washed down, but reminiscent of our collegiate past, maintaining the quality associated with McGregor. The time is right to rediscover our heritage to form our future!”
Jan Paul ten Hoopen, Managing Director of McGregor, outlines the business proposal:“We will have strong international distribution, reinforced with a comprehensive and impactful marketing strategy encompassing advertising, pos materials and social media. With ‘Twenty One’s’ new visual style, we wish to extend the customer base and reach out to a new generation of consumers, whilst appealing to our existing McGregor consumer’s with this addition to the collection. After a superbly successful internal launch in June we will be officially launching ‘Twenty One’s’ Men’s and Women’s Spring 2012 collections at Bread & Butter in Berlin in July *. Come and see for yourself!”
* Location: Urban Superior Men Area (Hangar 6) booth SR 5.2
Spring-Summer 2012 Collection
The Spring-Summer 2012 collection is inspired by the weathered boathouses of the Ivy League Universities and the culture and lifestyle cultivated around them. There are subtle blue and grey tones, with complimentary 'olive' and 'white chalk’ hues, combined with high quality fabrics such as denim, chambray and colorful oxfords - all given creative washes and treatments, giving ‘Twenty One by McGregor’ an authentic, relaxed, vintage and rugged look.
Highlights from the men's collection are lightweight vintage-washed denims, perfectly combined with slim-fit washed T-shirts, to be worn with the light blue-gray baseball jacket or the dark vintage leather biker jacket. Get comfy with the soft cotton t-shirts, indigo hooded sweatshirt with faded print and vintage washed cardigan with collegiate appliqués. The heavy tartan sand-washed cargo shorts and the vintage washed canvas shorts with paint stains compliment heavy washed short sleeve rugby tops in a slim fit. After long summer days there is the beautiful tailored denims or chino pants in a dark, vintage or dirty wash, and these go superbly with the summer tartan poplin shirt with leather elbow patches.
The Women’s collection fuses washed & wrinkled boyfriend shirts in luxury cotton, fitted vintage-washed hooded sweats in fresh summer colors and feminine jersey rugby dresses in a relaxed fit with a chambray collar. Also key are washed marine tops in a soft jersey navy/white stripe, and the unique version of the classic cotton cable knit cricket sweater, which is given a sun bleached effect. Combine this with the classic pleated chino in a lightweight sand bleached chambray but with a new carrot shaped silhouette. Jackets are heavily stonewashed in a relaxed fit or draped with subtle army details like refined epaulets and antique brass buttons. And this season’s ‘must have’: the color blocked, authentic baseball jacket with twenty-one signature collegiate patch.
The collection has vintage inspired labeling and hangtags, setting it apart from the main Sportswear and Distinction collections.
About McGregor Fashion Group B. V.
McGregor Fashion Group BV, founded in 1993, is one of the most successful fashion houses in the upper segment. More than 1000 staff in Europe contribute each day to the success of our brands McGregor and Gaastra. Our brands are available in 3,000 multi-brand stores, 265 shop-in-shops and more than 120 own retail stores within the McGregor, Gaastra and ADAM menswear formulae. Our turnover this year is approaching €250 million.
Not for publication:
For more information, additional images, use or lending of product or an interview with Creative Director Christian Arkins, or Managing Director Jan Paul ten Hoopen, please contact:
Judith van Tetering
McGregor Fashion Group BV
Tel. 0343-530101
Email: judith.van.tetering@mcgregor.nl
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