The US-owned Hush Puppies shoe company is launching a range of clothing which will go on sale in the UK later this year.
The mid-market brand, which mainly targets children and the over-40s, has recently attempted a fashion revival using trendy models in its advertising campaigns and placing them in the fashion and style press.
A spokeswoman for the company says the new men’s and women’s casual clothing range, being shown to the trade at the 40 Degrees fashion event in August, is an attempt to keep the brand in the youth market.
Stylo bought Hush Puppies’ 123 stores last year from the British Shoe Corporation – part of the Sears retail group – for 19.2m and the brand was sold to US Wolverine World Wide for 3.8m.
The deal was part of a four-year restructuring of Sears’ shoe operations, in which some Freeman Hardy Willis stores and Trueform outlets were also sold to Stylo.
The new clothing range is expected to be sold in department stores and independent clothing stores.