WGSN’s Menswear Director Volker Ketteniss caught up with boohooMAN CEO, Samir Kamani, to talk about their latest collaboration (a staggering 200-piece collection with Quavo), a streetwear-focused approach and the new menswear consumer.
How did the collaboration come about, and what was it about Quavo that made him right as brand ambassador?
We pay attention to who our consumers look at, who they are inspired by, what they want to dress like, and we wanted a face for a US-specific audience. Quavo is very big in the music industry and relevant to our customers, with global reach. We offer similar product to his personal style, so it makes him a great fit for us.
Boohoo Group PLC (LON:BOO) operates as an online fashion retailer in the United Kingdom, rest of Europe, the United States, and internationally. The company also provides its products under the boohoo, boohooMAN, PrettyLittleThing, and Nasty Gal brand names.
