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Bloomingdale’s Introducing Dylan Gray Men’s Brand for Spring

Bloomingdale’s is getting back into the men’s private brand business.
A decade after the retailer retired its in-house collections brands, Joseph & Lyman and Metropolitan View, in favor of a classifications strategy, it is launching a bridge collection for spring under the name Dylan Gray.
The line is described as “a modern, sophisticated update on classic men’s sportswear that fuses the elegance of European luxury with the ease of American sportswear.”
The 38-piece collection of soft tailored clothing, transitional outerwear, knits and trousers is manufactured predominantly in Europe. It is designed to be a hybrid of tailored and sportswear.
“We felt there was a white space in the European transitional classic zone in our stores,” said Dan Leppo, executive vice president and general merchandise manager of men’s and home for Bloomingdale’s. “We think there’s an opportunity with all that’s happening in direct-to-consumer today to offer great value and great fashion that moves beyond commodity.”
Leppo said Dylan Gray is “made with the modern man in mind, offering solutions for work or play for today’s smart casual lifestyle, without sacrificing style. It’s about fusing classic sportswear with Old World sophistication at a compelling price point.”
Prices will range from $98 to $698 and will include marled bird’s-eye polos,

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Via:: https://wwd.com/menswear-news/mens-retail-business/bloomingdales-introducing-dylan-gray-mens-brand-for-spring-1203089242/