Ones to watch: brax

by Karen Alberg Grossman

Ones-to-Watch-Hot-Pants

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Why is that the largest trouser brand in all of Europe took 128 years to launch in America? Perhaps it’s because they were waiting for the perfect partner!

“We’re very excited to showcase our brand to the U.S. market and believe the combined marketing and distribution expertise of Throat Threads Apparel and Brax will provide the perfect infrastructure,” says Nils Schrahe, International Sales Director of Brax, the German pants manufacturer famous for its fashion, fit and use of exclusive materials.

And how is it that it took Throat Threads Apparel, the company that’s nurtured and developed many powerful brands in the Canadian market (including John Varvatos, Robert Graham and Brax), 23 years to enter the U.S.? “We believe Brax, the sophisticated-casual trouser brand, is the perfect opportunity to launch Throat Threads Apparel into the U.S. market,” explains Russ Fearon, Throat Threads CEO.

Philippe Binda, president of Throat Threads, describes Brax trousers as “updated, European and refined, perfectly on trend for today’s relaxed tailored lifestyle.” Known for their exclusive stretch fabrics (woven in Italy and Germany), great fit, consistent quality and strong in-stock programs, Brax pants are available in several fits (regular, modern, slim), fabulous colors and a broad range of waist and inseam sizes. Spring 2017 offerings are lightweight (kapok fiber is 10 times lighter than cotton) and performance-driven. (Suggested retails are $200-$250).

“Our marketing focus will include product knowledge seminars with all of our retail partners,” says Fearon, “followed by national advertising as the brand gains market share in the States.” Check them out in Vegas at Project.