ImagesMagUK_Digital-Edition_Nov17

The Jeans Stitch Denim Shirt has featured heavily in the brand’s hospitalitywear campaigns

SHIRTS & BLOUSES

FEATURED PRODUCT

Jeans Stitch DenimShirt fromPremier Clothing

I n January, Premier Clothing launched the Jeans Stitch Denim Shirt (PR222, women’s style PR322). This 100% cotton, 155gsm shirt has contrast stitch detail across the main seams along with a seven-button placket and soft collar styling. It also has a single-button sleeve placket to allow wearers to go for the casual, lower arm roll-back look. Stephanie Naylor-Jennings, garment technologist at Premier Clothing, explains what drove the development of the new style. “Recognising the latest interior design concepts in our favourite restaurants was what inspired us to create a piece that was edgy and authentic with a retro twist,” she says. “We recognised that the restaurant scene has been changing. We’ve seen an emerging trend for ‘industrial chic’ interiors with bare brick walls, exposed pipe work and reclaimed timber floors.

This has meant that establishments are looking for a new approach to staff uniforms, so this year we created The Artisan Collection and our Jeans Stitch Denim Shirt forms part of this collection.” According to Stephanie, the shirts have been a hit since their launch, with garment decorators reporting “pleasing results” when embellishing them with embroidery. “Decorated denim is big on the high street right now, so whether it’s a small company logo or a large motif, these shirts provide the perfect base for embroidery applications.” Denim was chosen for its aesthetics and its durability, she explains: “We love the vintage, washed appearance that this shirt will have after repeated laundering; it really adds to the character.” She also highlights the classic contrast stitching and antique buttons as giving the style a typical, ‘heritage jeans’ feel.

Customers can choose from two colours, indigo denim and black denim. “We try to reflect mainstream fashion as much as we can and we know that indigo denim and black denim are two of the most popular shades seen on the high street, so we used these colours for our shirts. We are currently gathering feedback from customers to see if there is any demand for extra colours.” The shirt can appeal to a multitude of sectors thanks to denim’s wide appeal, believes Stephanie. The brand has featured the shirt heavily in its hospitalitywear campaigns, teaming it with a waist apron and leaving it open collared with the sleeves rolled up, while also demonstrating a trendy yet corporate look in its businesswear section by styling it with full sleeves and a skinny tie. www.premierworkwear.com

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