New British menswear brand launches

Jack%20Russell%20ClothingA new British menswear fashion brand, Jack Russell Clothing, launches in the UK this week, with the likes of Ralph Lauren in its sights.

Jack Russell is aimed at men over 30 but styles itself as "more about a consumer ‘attitude’ than a buying demographic".

Managing director Andrew Thomas says the brand will be positioned as a UK challenger brand to Ralph Lauren. It aims to leverage its British values and the qualities of Jack Russell dogs. Thomas adds: "Jack Russells are perfect role models, loyal, brave, tenacious, honest, and represent the best of British."

Initially Jack Russell will be sold online, but the brand is eyeing further distribution channels including mail order and possibly store formats.

A launch advertising campaign to promote the website rolls out this week, including outdoor, press and online -featuring a series of viral movies. There is also a leafleting campaign, which will target forthcoming rugby internationals and other sporting events.

The campaign has been created by full-service agency Smarter Communications and plays on the character traits of Jack Russell dogs.

The launch advertising deliberately avoids clichŽd, men’s fashion imagery and features street-cast men taking on four different attributes of the terrier.

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