Fly53 prepares for European expansion

Fly53, the cult menswear label that is celebrated its 18th

birthday this year, is integrating with immediate effect into Focus International Limited as it prepares for key European expansion.

The menswear brand will sit within the Focus International company structure alongside the Peter Werth and Unsung Hero labels, and will continue to supply existing stockists and House of Fraser concessions, while also be looking to develop the brand message into key European territories.

Phil Bryan, Group Sales Director said: “Fly53 will be a welcome addition to the Focus International brand portfolio which currently owns the Peter Werth and Unsung Hero labels, along with other significant UK licence agreements. This integration will allow the amplification of the brand in key UK retail partners, through European territories and offer Fly53 a greater network of sales, sourcing and distribution opportunities.”

Fly53’s founder Will Rigg will remain as Creative Director alongside the creative, digital, design and production teams. He commented: “Partnering with Focus Group means we now have the framework needed to continue the phenomenal growth we have driven by staying true to our roots and making great product.”