Next’s new own-label brand under its Label division is called Label/Mix, Drapers can reveal.
Drapers exclusively broke the news of Next’s new brand launch earlier this month.
The brand, headed by Gemma Metheringham, creative director of Next Label, will be previewed by press next month ahead of its official launch in August.
At the time a Next spokesman said the first year will be a “trial” and “modest sales” were expected.
Industry observers told Drapers the launch is a good way for Next to further strengthen its Label offer and may rival John Lewis’s own-brand offer, which includes premium label Modern Rarity, launched last year, and the more casual And/Or, which was launched this spring.