Hussein Chalayan is looking to revamp his namesake brand, dropping "Hussein" from the label and introducing a new Grey Label collection for spring, priced just below runway, WWD reports.
“I had been thinking about it for a while, and I’m doing it mostly because I have a long name,” the designer told WWD. “Now people can focus on one word. On a graphic level, it’s much clearer and easier to remember.”
As part of the single-named brand, the slightly-lower-priced and more relaxed Grey Label will launch for the spring season, comprising tailored jackets, dresses, trousers and outerwear, as well as handbags and sunglasses. Prices range between about $146-$658 by current exchange rates. Said Chalayan: “It has echoes of the main line, but it’s a bit more accessible. Maybe you’ll see a sweatshirt interpretation of something that appeared on the runway."
The evolution of Chalayan's brand has been a gradual one, with these latest subtle shifts happening about a year and a half after he bought back control of the label from majority-owner Puma, for which he still serves as creative director.