Bestseller launches a gender-neutral brand. The brand, dubbed Iiqual, will be launched for the SS23 season.
Iiqual is bestseller’s answer to the increasing demand for gender-neutral fashion, the Danish fashion group announced on Tuesday. “People who demand something different and relevant in fashion” was the inspiration behind Iiqual. Bestseller hopes to use the brand to fill a gap in the market in which open-mindedness and integration are paramount.
“Iiqual is a fashion brand that sits at the intersection of gender inclusion and sustainability. We recognize the constant change and diversity in society and create products that are commercial, high quality and gender neutral, while also embracing the new commercial agenda” , says Jan Fahlmann, Creative Expression Manager at Bestseller.
Customizable garments
The Danish group Bestseller recently announced the new plus-size brand Evoked. JJXX, the women’s fashion label of the men’s brand Jack & Jones, was launched in June. Now there is also a label that sets the trend gender-neutral fashion served.
The first collection consists of items that the wearer can individually adjust – for example by rolling or buttoning adjustable sleeve lengths or waist sizes. Neutral cuts are refined with details that not only improve the fit, but also allow you to wear them according to personal taste. The brand uses a “new fashion language” that spans the spectrum between feminine and masculine and is thus “aimed at all genders”. Trend colors and prints are picked up in the designs.
Iiqual will be available through its own online shop as well as in selected multi-brand stores and department stores in Denmark, Sweden, Norway, Germany, England, Finland and Iceland.
The Bestseller fashion group owns more than 20 brands, including the men’s brand Jack & Jones and the women’s labels Vero Moda, Only, Noisy May and Vila. The accessories label Pieces also belongs to the Danish company, which was founded in Denmark in 1975. Bestseller employs around 17,000 people, and the brands are represented with around 2,600 of their own stores in Europe, the Middle East, North and South America, as well as Australia and India. In addition, the brands are sold through 15,000 multi-brand stores.