Young Fashion Brand Naughty To Re-launch

Young fashion brand Naughty is to get even younger and brighter next spring in a bid to re-launch with a younger and more affordable collection.

Naughty owner Harry Rogers stated the new collection was aimed at 18 to 25 year-olds and had a much "funkier" look with less occasionwear and more t-shirts, jeans and jerseys in a wider selection of colours.

Rogers admitted that Naughty's receivership in January was also a large factor in the decision to re-launch. Rogers bought back the business for an undisclosed sum the following month.

Prices are said to be more competitive, with some being cut in half. Denim, which previously retailed for GBP75 will no retail for GBP50. Jersey top are halved from GBP 40 to GBP20.

Naughty currently has approximately 300 accounts in mainland Europe and 100 in the UK including Beales and John Lewis. It is targeting department stores and independents.