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The Arrow man is about to go international.
With an American pedigree that dates back 150 years, the iconic image made famous by the illustrator J.C. Leyendecker is preparing for its European debut. “We know we have a diamond in the rough,” said Michael Arts, president of Phillips-Van Heusen Europe, which owns the brand. “And we’re looking to shine it.”
Arts, who went back into the company’s extensive archives for inspiration for the collection, is sticking with Arrow’s long heritage for the initial push. “Our approach is really simple,” he said. “We will launch three different classifications in the shirt category only.”
The classic model is the most traditional and will be available in five colors and three fits. A casual model, geared toward weekend wear, will be offered in two fits, and a contemporary style will be offered in a variety of fits and colors with a “washed-out, vintage look.”
Each tier will offer a “strong in-stock program,” he said, noting PVH’s Tommy Hilfiger division will handle the back-office details for the brand, allowing it to “start faster” than a traditional start-up.
Arts said Arrow will focus initially on retailers in Spain, Italy, Germany and the U.K. The company also will host a retrospective at its booth at Pitti and its showroom in Amsterdam to share the brand’s history with potential customers.