HL Jeans Co sail in to Spring/Summer 2010 by taking the collection back to its nautical roots by focusing on the heritage that the Henri Lloyd brand has built its foundations on. Mixing design and technical detailing inspired from the main line collection, the design team have incorporated these styles to the already established fashion focused youth label to create a contemporary men’s wear brand.

The Spring/Summer outer wear collection delivers strong fashion focused styles with a seasonal colour palette ranging from bright reds to indigo, yellow and navy blue. The collection is then overlaid with key technical shapes and detailing borrowed from the brands naval history including enamelled buttons, welded pockets, nautical inspired block detailing and wax finishes. The Kenfield jacket follows the classic naval design structure with pod hood and reflective stitch embellishments.

The Naval theme taken on for Spring/Summer 10 runs throughout the entire collection, making the most impact on the T-shirt and Jersey ranges. HL Jeans Co has used a selection of naval inspired graphics and logos as shown in pieces such as the ‘true to the sea’ T-shirt as well as other sailing graphics. The collection once again pulls on the Henri Lloyd heritage as it includes the use of the Smithfold branding, which represents where the brand began and features on several pieces of jersey wear.

The S/S10 collection has also introduced the new HL Jeans logo on some key pieces, the new logo lends the collection a more branded look which ties it in with the existing Henri Lloyd ranges.

The HL Jeans Co S/S10 denim selection offers a variety of styles to allow consumers to buy into the jean line ranges from the more skinny fit right through to the straight leg style. The overall design of the denim offering has moved towards more stylised pieces using bright indigos, block white and greys as well as the more traditional stone washes and the blue rinse.

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