Amazon has launched its fourth own-brand fashion line Meraki, aiming to break into the essential-wear market with its new simplistic range.
The “modern wardrobe essentials” line includes both menswear and womenswear, focusing on high quality fabrics and simple, timeless shapes and block neutral colours.
It joins the fast expanding range offered by the online retailer’s subsidiary Amazon Fashion, alongside women’s occasion-wear brand Truth & Fable, street style-focused Find and lingerie brand Iris & Lily.
“Meraki was created to offer everyone who comes to Amazon his or her favourite wardrobe essential; that go-to piece you rely on time and time again,” Amazon Fashion private brands vice president Frances Russell said.
“We aim to deliver the best for our customers whether it’s a modern blazer, a simple cotton shirt, T-shirt or chino.”