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The global fashion business journal

Jun 13, 20243:14pm

Superdry co-founder launches new brand

James Holder, co-founder of the British company, has created a new project, called JackitCo, under which he will launch ten new brands over the coming year.

Mar 9, 2020 — 5:30pm

Superdry co-founder launches new brand



Superdry co-founder makes its comeback to fashion. James Holder, co-founder of the British brand, has announced the creation of a new project which will see the launch of ten new brands over the coming year.


The first of them was Jack1t, debuted at Pitti Uomo in June 2019 and specialized in jackets. The second, Trench London, is dedicated to outerwear and was officially launched at London Fashion Week in February with a pop-up store on Regent Street. The store will run until mid-March and from then on, the brand will be sold through a direct to consumer website and through premium wholesale accounts, according to Drapers.


Holder plans to launch other ten new brands that will be available to purchase on a new online marketplace, L1ne.com, set to launch in January 2021. The next brand will launch in September 2020.

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