Brixton’s Intriguing New Women’s Line
Brixton’s first-ever women’s line has hit stores for fall. The collection covers a wide range of categories and could be a breath of fresh air on the women’s side of the sales floor.
It’s a major growth initiative for the brand, and the line has already been picked up from some great accounts.
SES followed up with Brixton’s new VP of Brand Marketing, Davide Mattucci, to find out more.
Why is Brixton launching a women’s apparel collection now?
Brixton VP of Brand Marketing Davide Mattucci: We’ve spent the past several years building a strong women’s headwear business, which has laid a great foundation for the brand. Branching into women’s apparel was an obvious next step, and one we consistently heard we should be taking from our women’s headwear consumer.
As we continue to grow Brixton, and invite more consumers to experience the brand, our women’s business will be an extremely important part of the evolution.
How would you describe the aesthetic and how does it line up with men’s?
Davide Mattucci: Our women’s aesthetic aligns with men’s in so far as it’s vintage-inspired, clean, classic, but with modern feminine touches.
We’ve always described our inspiration for Brixton Women’s as “stolen from the boys.” Our first apparel collection starts with that ethos and moves on from there.
What categories are included, and how many SKUs in the first collection? What are the price points?
Davide Mattucci: Our first collection features bottoms, jackets, sweaters, fleece, knits, wovens, jumpsuits, and T-shirts spread across 49 SKUs.
Our pricing lives in the accessible mid-premium range, from $39 for basics to $169 for more elevated cut-and-sew pieces.
What retailers have picked up the line?
Davide Mattucci We’ve focused the launch with select retailers including some of our core distribution partners like Sun Diego, Jack’s, Surfside, Hobie, Empire and Flavour.
This collection has also allowed us to broaden our reach with partners like Prism, Belmont Army, Una Mae’s, and Wayward.
Tell us about highlighting the designer in the launch materials, and the thinking there.
Davide Mattucci: It was a no-brainer for us to pull back the curtain and showcase the thoughtful, considered approach we took with building a great collection right from the start.
We’re lucky to have Eunjoo Kim at the helm on women’s for us. Eunjoo brings a ton of creativity and passion, along with a razor-sharp understanding of the Brixton Woman. She designs with such confidence and clear intent.
Internally, there is a strong, positive group of female leaders at Brixton that really helped drive women’s apparel from concept through to launch. We wanted to highlight a little more about the people behind the project, and Eunjoo is a great representation.
The Brixton aesthetic seems to really resonate in the fall. How will the women’s line evolve for spring?
Davide Mattucci: We hear this pretty often across the whole brand, based on some of our heritage headwear and flannel staples. We made a very conscious effort to focus the spring/summer women’s line on being lighter, more feminine, and seasonally relevant, including with fabrics, color and print.
You’ll see several key looks, some of which will be highlighted with our first denim styles, including a carpenter-style pant, cut-off jean short, and lightweight workwear-inspired chore coat. They are all beautifully designed with femininity at their core.