ONLY & SONS
BESTSELLER · Denmark
ONLY & SONS is a young menswear brand from the Danish group BESTSELLER, announced in 2013 as a men's extension of ONLY. It offers fashion-driven clothing for young men at competitive prices.
| Launched | Announced November 2013 |
|---|---|
| Group | BESTSELLER |
| First show | Berlin Fashion Week, January 2014 |
| Target | Young men |
| Website | onlyandsons.com |
What is ONLY & SONS?
ONLY & SONS is a menswear brand owned by BESTSELLER, the Danish company behind JACK & JONES, VERO MODA and VILA. It was created as an extension of the group's womenswear brand ONLY into menswear.
History
BESTSELLER announced the launch in November 2013. The first collection was shown at Berlin Fashion Week in January 2014, with stores stocking the line from autumn 2014. Chief executive and owner Anders Holch Povlsen described it as "a market-driven, young men's brand that delivers fashion products of great quality at competitive prices". Thomas Baech, who had previously worked on BESTSELLER's Selected brand, was recruited as brand manager.
Products and positioning
- Casual menswear for young men
- Denim, tops and outerwear
- Frequent collections with express and upgraded drops
The brand is built on a fast fashion model, with a high rhythm of new and upgraded collections at accessible prices.
Distribution
ONLY & SONS launched in Europe through wholesale, own retail and e-commerce channels, the same multichannel approach used across BESTSELLER's brand portfolio.
Why it matters
The brand shows how a large fashion group can extend an established womenswear name into a new gender category, using existing sourcing and retail infrastructure to reach young male shoppers.
Frequently asked questions
Who owns ONLY & SONS?
ONLY & SONS is owned by the Danish fashion company BESTSELLER.
When was ONLY & SONS launched?
BESTSELLER announced ONLY & SONS in November 2013, and the first collection reached stores in autumn 2014.