New Zealand printwear brand AS Colour is now open for business in Europe following the opening of a 17,000sq ft warehouse in Marlow, Buckinghamshire.
This follows a successful launch in California 18 months ago.
Founded by Lawrence Railton in 2005, AS Colour prides itself on paying attention to the three Fs of fit, finish and fabric.
Mr Railton said: “I believe there is an increasing demand for more premium-type products and I strongly recommend potential customers trying on the garments themselves. This generally converts most people. Once they wear it, print on it and wash it, they love it.”
80% of the 100+ product categories will be stocked in Europe. AS Colour is different from the more commodity-based wholesale brands in that 25% of revenues are generated through a thriving Australian/New Zealand retail estate of 15 stores. The shops all sell blanks and the aim is to open in Shoreditch, London early next year as well as wholesaling to the independent retail sector.
The highest quality yarn, combed cotton and a really good tight print face means the range is ideal for DTG printing, as well of course as traditional screen printing, so much so that UK printers and brands have been airfreighting stock from New Zealand for over a year prior to the UK launch.
The best selling product is the Staple Tee [5001/5001B] a 180gsm combed cotton tee available in 24 colours. This style is already being sold on the UK high street by some of the largest global retailers having been relabelled and branded. This style has mass appeal and the perfect weight for established brands, licensees and premium promotional customers to use as a just in time solution.
The company’s production is Child Labour Free-accredited, and is currently undertaking supply chain mapping. AS Colour has a strict social and corporate code of conduct which all factories abide to.