New product line + USP: The new sub-brand, marketed primarily online through internet, website, social media channels or key opinion leaders (KOL), is curated for a younger customer base who wants to escape from fast fashion, and desires more individuality, style and quality in their daily wardrobe.

Price point: Mid to high price segment.

Existing product portfolio: The brand covers a wide spectrum of merchandise, including shirts, pants and shorts, suits and blazers, outerwear, sweaters, vests, sleepwear, men's vintage cologne collection, hats, footwear, luggage and bags.

Retail presence: The brand will first be launched and incubated in Hong Kong, and expansion to mainland China and other Asian markets will follow.

About the company: Sterling Group Holdings Limited is a Hong Kong-based apparel manufacturer for upmarket international apparel brands. Founded in 1988, J Peterman is a US-based brand with more than 30 years of history.

Fibre2Fashion News Desk (KD)