modebranchen.NU NU International no. 01 2019 | Page 61

Article
IN TOWN
The Danish fashion brand In Town gets a more distinctive look, adds
eye-catching details and has a stronger and more fashionable profile.
BY HELLE MATHIESEN
At B&C Textiles in Padborg, the design team - Despite adding more details to our jeans
marks the beginning of a new design profile Town's trousers is 399-599 DKK, says Claus
has worked intensively on In Town's Autumn/
Winter 2019 collection. The new season
that is more distinctive and fashion-orien-
tated. A new and sharper In Town logo sup-
ports the new design direction.
and trousers, the commercial prices will re-
main the same. Typically, the retail price of In
Zink.
Colourful autumn
- The aim with the updated design DNA is to The colours in In Town's winter collection
sic, but now it's time to give the style a fresh - The collection is now as colourful and
attract a wider and younger audience. The
brand's look has always been relatively clas-
breath of air, and plenty more trendy details,
CEO Claus Zink said to NU at the new head
office in Padborg. It has been almost a year
since B&C Textiler moved from Sønderborg.
The company is celebrating its 40-year anni-
versary in 2019.
More outerwear and new jeans cut
The new collection also features a broader
outerwear line with a more distinctive look
thanks to details such as raw-looking zippers
that add a trendy trekking look to the styles.
- The outerwear collection is strongly influen-
ced by the outdoor trend with details inspired
by trekking and outdoor life, says Claus Zink.
In Town's trousers line has also received a
new look with new and exciting fabrics and
details like small printed statements inside
the pocket lining. In Town is also announcing
a new jeans cut named Roxy which is aimed at
a younger audience. Roxy joins In Town's two
other fits, Laura and Sandy.
highlight the new style which takes a playful
approach.
courageous as ever and features a range of
stunning, new colours in stripes, patterns,
solid colours and new innovative prints, says
Claus Zink. The colour palette includes new
hues of yellow, bordeaux, deep shades of red,
brown tones and navy blue, while purple
adds contrast to the other colours.
The fashion-orientated materials in the col-
lection include Lurex and velvet, while dif-
ferent types of ribbons make up some of the
many striking, new details.
- The use of several colours, trendy de-
tails and materials such as Lurex is a clear
example of In Town's new, eye-catching di-
rection, says Claus Zink who is looking for-
ward to presenting the new In Town univer-
se at the upcoming trade fairs.
In Town's new look can be experienced at
CIFF in Copenhagen and at a range of other
popular trade shows.
MODEBRANCHEN.
| ISSUE NO 01 JANUARY 2019 | 61