Boohoo launches in-house menswear range

Online fashion retailer Boohoo is diversifying with the

launch of its first in-house menswear range for Autumn/Winter 2013.

Founded in 2006, Boohoo was originally aimed at young fashion conscious women, and last year the online etailer took its first foray into men’s clothing when it launched an externally sourced range. The BoohooMan line, marks the brand’s first in-house collection aimed at men and has been a year in the making for the fashion retailer.

Boohoo menswear designer Shane Chin said: “Menswear has become more fashion-focused and BoohooMan echoes that change. It is an exciting time to be part of the boohoo brand. The focus has been around creating key wardrobe staples, but at the same time offering a broad spectrum of product at really great prices.”

The Autumn/Winter BoohooMan collection draws inspiration from the catwalk and street fashion and is streamlined into four key trends for the upcoming season: Freshman, True Grit, M Militarian and Vive Le Punk, and includes clothing, accessories and outerwear, with prices ranging from 12 to 50 pounds.

Boohoo’s CEO Mahmud Kamani added: “Boohoo has experienced rapid growth in the UK and internationally. As the company has expanded, so has the customer base and BoohooMan is next natural step for the brand.”

The menswear launch will be supported by social media channels dedicated to menswear, as well as bespoke content from in-house magazine Stylefix.