BRAX INTRODUCES NEW ‘LAB’ COLLECTION

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Introduced in the United States just four years ago, Brax trousers were an instant hit and a steadily growing business. “We were fortunate with our timing to the market,” says Throat Threads president Philippe Binda. “We just happened to hit that sweet spot between casual and dress pants. In fact, our original slogan was ‘more casual than slacks, dressier than jeans.’ It was a luxury trouser but at commercial price points, the right item at the right time.”

But after a year of quarantines, shutdowns, and working from home, the Brax team sensed a different zeitgeist, adding an innovative fall ’21 collection that merges smart street style with functional activewear. “It’s modern and versatile, featuring softshell jackets, hybrid vests, and ‘Smart’ pants,” explains marketing director Jeff Wellwood. “The collection features function-focused items, several in quick-drying jersey and technical fabrics. Suggested retails are $198-$228 for trousers, $198-$298 for full-zip hoodies, $198-$298 for vests, $148-$298 for knitwear. It’s crafted in Europe with exclusive Italian yarns.”

“We feel confident that this expansion will provide a great solution for our retailers,” confides Binda, pointing out that they’re now 50/50 pants to sportswear. “We’re not looking to add more doors but to become more important in those we’re in. Rather than show an extensive collection, we’ve opted to focus on key category killers in innovative fabrics. We realize there are lots of athleisure brands out there but our look is somewhat dressier with exceptional fit, fabric, and quality.”

The new Brax Lab collection can be viewed at the upcoming Dallas Men’s Show, Southern Clothing Market, and the Haberdashers Guild in Philadelphia. For more information please contact Dino Di Girolamo at dino@throatthreads.com or Rene Christopher at RChristopher@throatthreads.com.