British heritage brand Hawes & Curtis launches its first ever luxury loungewear collection to reflect consumer demand during the pandemic. This comes as lockdown shopping behaviours have seen customers more likely to purchase apparel with a casual slant.
Since 1913 Hawes & Curtis has been best known for its quality formalwear, fine tailoring and premium cotton shirts. To reflect the current climate, the brand is expanding its product offering by adapting its styling requirements to reflect the changing needs of its customers.
The pared-back capsule collection features elevated essentials including hooded sweatshirts, crewneck sweatshirts, sweatpants and T-shirts in super-soft organic cotton fabric. Designed to be the off-duty go-to, every piece is cut with a modern fit without compromising on comfort.
Made with high quality organic cotton for a truly luxurious handle, the loungewear is garment-dyed for a super-soft touch and to enhance the colour. The pieces are pre-shrunk for a comfortable fitting garment that won’t shrink in the wash. Designed to be mixed and matched, the collection is available in shades of grey, Airforce blue, dark green, blackberry, navy and black.
The luxe loungewear collection launched online on the 25th January with additional colourways dropping through to the end of February.
“During this difficult time, we listened to our customers. We know how important it is to be adaptable and to understand the changing needs of our customers. Made from environmentally-friendly organic cotton, our loungewear collection offers great design, great quality and great value.”
– Hawes & Curtis CEO Touker Suleyman.
Shop the collection online or in-store upon reopening.