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Country Road launching new range for teens

Luxury fashion brand Country Road is tapping into a new market: pre-teen and teen girls and boys.

The retailer on Wednesday revealed its first-ever Teen Collection, including denim, sweats, t-shirts, dresses, skirts and swimwear for girls and boys aged 8-16.

The collection closes a gap in Country Road’s previous offering of women’s, men’s and kids fashion and homewares.

Elle Roseby, managing director of Country Road, called it “a milestone” for the brand.

“Up until now, Country Road has designed for most children in a family, from newborn to kids, leaving a gap for pre-teens and teens. We’re thrilled to be launching an age-appropriate collection for a fashionably conscious generation whilst demonstrating our connection to the environment,” Roseby said in a statement.

The collection was developed with sustainability at its core, which reflects the brand’s broader commitment to sustainability.

Denim styles in the first teen collection are made from recycled fibres, meaning a percentage of the denim is made from ‘pre-loved’ denim, and all the t-shirts and heritage sweats in the collection are made from organically grown cotton.

Dresses, denim jackets and denim styles use Better Cotton Initiative denim, and swimwear uses recycled nylon from discarded fishing nets and factory offcuts.

All items in the collection will be available in-store and online at David Jones from August 8.

As part of the launch, Country Road is profiling 13-year-old author Bella Burgermeister. Her book Bella’s Challenge offers a kid’s take on the United Nations’ sustainable development goals.

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