Holt Renfrew appeals to younger demographic with new streetwear collaboration

By

Kate Dingwall

Published
Dec 3, 2016

Canadian luxury-retailer Holt Renfrew has tapped buzzy streetwear label Blood Brother for an exclusive collaboration. As of Friday morning, the eight-piece collection is now available at Holt Renfrew and Blood Brothers' retail platforms.

The Spring/Summer 2017 collection will combine references to Canadian heritage (prints include the CN Tower and the Canadian Maple leaf) with Blood Brother’s nostalgic British aesthetic. The collection includes two hoodies, sweatpants, and five t-shirts.

Founded in 2011, Blood Brother is a British-based menswear label designed by Nicholas Biela and James Waller. The brand offers up high-quality, technology driven pieces; from sneakers done in luxurious materials like suede and pony hair, to bomber jackets and woolen turtlenecks.

Prices range from $200 for sneakers to over $1000 for a jacket. The brand is carried in over 90 stockists worldwide and has a flagship brick-and-mortar location in Shoreditch, London.

This is a new direction for the Canadian department store. With Saks and Nordstrom entering the Canadian market, Holt Renfrew has been upping its effort to stay relevant and appeal to a younger target demographic. In may, Holt Renfrew launched a new pop-up experience that would drive around the city of Toronto. The brand recently collaborated with Kenzo for a series of exclusive leather products.

The Blood Brothers x Holt Renfrew is now available via Holt Renfrew stores and outlets and Blood Brothers’ online store and flagship London shop.