It's a statement that might easily be dismissed as mere PR puff, but as the company's UK sales development manager Pete Randall explains there's definitely substance behind the style.

For evidence of its success you need look no further than the firm winning 4 accolades at the 2008 European Chic Awards for its collections. With an exciting range of urban and leisure wear out this year it seems there's no stopping this continental outfit.

From smartly styled t-shirts to a wealth of sweatshirts, outerwear and funky urban jackets aimed at a youthful market, there's little doubting B&C's ambition to install some cutting edge into printwear.

If its impressive new catalogue which features glamorous fashion shoots in Hong Kong is anything to judge by then there ought to be plenty of takers for its bold products.

"Our company is designing from a fashion standpoint and unlike many in the promotional market," reveals Pete. "We try to closely follow what is happening to link in with retail styles. It's great to win awards including best collection for our styling which will help with the UK market.

"We wanted to add value to our products, even with standard items like t-shirts by adding additional detailing to them. B&C is really keen to get into the British market and is an expanding operation.

The chain is massive in Europe but we have not had large distribution in Britain, which we now have through UKL and Fit Apparel. We've been doing some high profile events including a fashion show recently in Prague alongside the likes of Armani and Chanel which seemed to go very well," added Pete, who said the company had enjoyed particular success with sales targeted at university campuses and the student market.

But he explained, that while the firm's latest gear may be aimed primarily at the 16-25 year old age range, he felt its styles would have a far broader appeal from a greater age range. 

Among its urban range is the Attitude loose blouson. This neatly styled lightweight waterproof jacket features both mens and women's Duo Concept designs. It has an adjustable storm hood concealed in the collar, full length zip, two side pockets with covered zip, easy hem opening for easy decoration and is thermo-insulated. It is available in a selection of colours and sizes xs to xxl for women and s to xxxl for men.

Another strong contender in the duo range is the Wonder/ women and Monster/men 80% cotton, 20% polyester hooded sweatshirts (featured below) which have sweat resistant technology.

There is also a hooded body warmer, soft-feel cocoon jacket aimed squarely at the urban market. In addition, the men's and women's range of Duo t-shirts have strong single jersey ring-spun design detailing and are ideal for embroidering purposes.

This year, B&C is offering no fewer than 109 colours. Of those colours, nine are new, including the ''Ultra'' collection with its trend-setting ''Fluo'' shades: Ultra Pink, Ultra Yellow, Ultra Green, Ultra Orange.

Paradise Pink, Light Aqua, Mint, Pistachio and Brown for our new 2009 colours, and  lastly one really special colour that's more than just trendy: camouflage (patchwork of grey, khakhi and beige).

B&C has also firmly stated its commitment to environmental concerns in producing its new Biosfair sustainable range. This is both 100percent Fiartrade and 100 percent organic cotton. The company's complete range is also Oeko-tex 100 certified, which guarantees the safety of textiles and dyes to human health. In combining street style and eco-friendly credentials, this year is looking like one of B&C's most promising yet.

For more information see www.bc-collection.eu

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