Barbour is set to launch a new brand dubbed Barbour Beacon as the heritage British retailer takes aim at a younger audience.
According to Drapers, the new 40-piece menswear range set for this autumn, will be sold through its own direct-to-consumer website barbourbeacon.com, as well as through third party retailers including Selfridges, Topman and Barbour’s flagship store on Carnaby Street, London.
It will include everything from £8 caps to £91 waxed jackets, including logo emblazoned t-shirts and polo shirts and even tracksuit bottoms.
“Barbour Beacon encapsulates the authenticity and heritage of Barbour with a youthful look and personality that will appeal to a younger demographic,” Barbour global marketing and commercial director Paul Wilkinson said.
“The Barbour Beacon logo is an authentic image from the Barbour archive which we have used as a strong branding device to target a younger consumer.”