Russell launched the Men’s Long Sleeve Tailored Washed Oxford Shirt (920M) in January, along with the rest of the brand’s 2019 collection, to “overwhelmingly positive” feedback, reports Andreas Gauer, trade marketing manager.

The brand’s design team constantly watches trends and gathers customer feedback, explains Andreas, and it was through this process that it identified the need for the Washed Oxford Shirt. “Just as the athleisure trend has now become mainstream, we found there was a need for less formal corporatewear: still smart, still impeccably tailored, but ever more stylish and relaxed. For example, the shirt’s button-down collar gives it a sporty touch.”

The look of the fabric also played a vital part in the development process. “Marl colours have been incredibly popular in our T-shirt and Sweats ranges and this was a real inspiration for the Washed Oxford – to reproduce that marl look in a shirt,” Andreas explains, adding that “this individual washed-out look is generated through the special garment wash process.”

We found there was a need for less formal corporatewear

Other standout features of the modern, tapered-fit shirt are the harmonious colour contrasts on the inside of the collar and in the cuff, contrast buttons, rounded two- button adjustable cuffs, a modern pocket, curved hem and a removable fashionable loop for the optional attachment of ties or glasses.

The shirt is made from 100% organic cotton. “There is definitely an appetite for organic cotton; customers are continually looking for garments that are produced in an ethical way and we see this continuing into the future.” The company will be making more shirts in organic cotton in the future, although Andreas adds that “there is still a place for non-organic cotton and our range will reflect this too.”

The new shirt is currently available in Oxford navy/Oxford blue, Oxford blue/ Oxford navy, Oxford red/cream and white/Oxford blue. “Our inspiration was to create a palette of colours which were corporate, but also reflected the focus on modern business athleisure.” There are no immediate plans to introduce additional colourways, “but if customers want other colours then it’s certainly something we would look to accommodate.”

The Washed Oxford was first envisaged for the corporate market, but in reality it appeals to wide variety of sectors. “It would look equally good in the boardroom, great on promotions staff and even as part of a sports team uniform,” Andreas suggests. “Colours such as classic white and vibrant red mean it’s really versatile.” He adds that the new shirt is best suited to embroidery, and that Russell is already working on a women’s companion style.

www.russelleurope.com

For more summer corporate and workwear from leading brands check out our March issue online here at: imagesmag.uk/MAR19SCW