BLUE LABEL CRESTBRIDGE

BLUE LABEL CRESTBRIDGE is a Japanese premium fashion brand developed by Sanyo Shokai and launched for Autumn/Winter 2015. It succeeded Burberry Blue Label and offers British inspired premium basics for women and men.

What is BLUE LABEL CRESTBRIDGE?

BLUE LABEL CRESTBRIDGE is a fashion brand developed and sold by the Japanese apparel company Sanyo Shokai. It launched with the Autumn/Winter 2015 season alongside its sister line BLACK LABEL CRESTBRIDGE.

History

The brand was created to succeed Burberry Blue Label, which Sanyo Shokai had produced in Japan under licence. When that licence ended in June 2015, Sanyo Shokai signed a new licence agreement with the Burberry Group and introduced the CRESTBRIDGE lines. Designer Yasuhiro Mihara served as creative director until Autumn/Winter 2020, and Yasutoshi Ezumi took over from Spring/Summer 2021.

Products and positioning

The concept rests on two ideas: Britishness and premium basics. The brand pairs British heritage references with Sanyo Shokai's manufacturing quality, mainly in apparel, with some accessories and goods.

• Women's and men's apparel
• British heritage inspired design
• Premium basics and accessories

Distribution

BLUE LABEL CRESTBRIDGE is sold through dedicated stores in Japanese shopping centres, including Mitsui Outlet Park and LaLaport locations, and through the official CRESTBRIDGE online store.

Why it matters

The brand is a well known case of a Japanese licensee building its own label after losing a major international licence, retaining customers through continuity of style while moving to an owned brand.

Frequently asked questions

Who owns BLUE LABEL CRESTBRIDGE?

BLUE LABEL CRESTBRIDGE is developed and sold by the Japanese apparel company Sanyo Shokai.

Is BLUE LABEL CRESTBRIDGE related to Burberry?

It succeeded Burberry Blue Label in 2015, when Sanyo Shokai signed a new licence with the Burberry Group after the Burberry licence ended.

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