Harold is Harry Rosen's new private label collection.

HARRY ROSEN LAUNCHES HAROLD, A CLOTHING LINE CREATED IN COLLABORATION WITH ITS CUSTOMERS

by John Russel Jones

Fashion collaborations usually involve “heritage brand X” working with “cool brand Y,” so that the two can borrow from each other’s strengths and potentially tap into new audiences. Other collaborations might include partnerships with movie or television shows, social media influencers, actors, musicians, or other celebrities, all in the name of elevating brand awareness while spurring sales. They’ve become so common that it’s almost harder to find a brand that hasn’t done a collaboration of some sort than one that has. That’s why Harry Rosen’s “collaboration” for its new private label collection, Harold, feels at once pure genius and sort of old-fashioned in its approach: it’s a collaboration with its customers. The launch campaign, “HAROLD × You,” presents Harold as a high-fashion collaboration between Harry Rosen’s designers and its customers; showing how everyday inspiration from life can be crafted into custom garments.

The new private label from the retailer includes made-to-measure traditional and modern suits, casual and business apparel, and ready-to-wear pieces all at a more accessible price point. Harold will be available exclusively in Harry Rosen stores and online beginning in May, with more products to come this fall.

“Harry Rosen started in 1954 as a custom clothier. It’s always been in our brand’s DNA,” says Ian Rosen, Harry Rosen’s President and Chief Operating Officer. “Over the years we’ve continuously evolved to help our customers’ changing needs and helped brands bring their custom offerings to Canada. Today, we start our own.”

The luxury retailer is adapting to societal shifts in the need for a more flexible and personalized wardrobe, quoting a Deloitte Consumer Review finding that 49 percent of customers want to invest in customized items. As the definitions of what is appropriate to wear for work and play also continue to blur, the retailer plans to make Harold a clear option for men who want to challenge the sartorial status quo for both special events and everyday wear. The brand offers an unprecedented level of customization with many of its pieces: Customers can choose everything from the number of buttons on a jacket to using their own photographs to personalize linings. 

Harold also continues Harry Rosen’s tradition of using the finest quality textiles and exacting stitching, offering materials from some of the most prestigious fabric mills, such as ZEGNA, Loro Piana, and Reda.

Campaign includes television, social and online video, digital advertising, out-of-home, and an integration with the Juno Awards. Conceived by Zulu Alpha Kilo.