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Leading fashion retailer, Edgars, is spicing up South Africa’s fashion circuit with the hottest range launch to date. Designers at Edgars showcases the work of seven of South Africa’s trendiest fashion designers as well as a stylish new in-house label. Access to the ultra cool range will be available in store from April 27th 2006.

Designers at Edgars is an exclusive diffusion collection of affordable clothing created around jeans and t-shirt designs. The range offers innovative casual wear to both men and woman by acclaimed designers and labels which include; Jacques van der Watt Black by Black Coffee (ladies), Nation by Craig Native (ladies & men), Palesa Mokubung’s Brutal Couture (ladies), Bongiwe Walaza’s Bozza (ladies), Holmes Brothers’ Fly Holmes (men), Jonty Olmesdahl’s Broke ‘n’ Twisted (men), Ephraim Molingoana’s Ephymol Jeans (men) and Edgars’ new in-house label, Amali (ladies).

Coupled with uniquely designed in-store areas dedicated to this distinctive collection and the acquisition of the exclusive rights to four of the top denim brands in the world, Blue Cult, Paper Denim & Cloth, Chip & Pepper, and J&CO, the 11 flagship stores boasting the Designers at Edgars range are sure to be South Africa’s fashion hot spots!

Michele Hamdorf, General Manager Merchandise for Edgars commented, “Exposing South Africans to this collection which offers quality, style and chic trends from SA’s top designers puts South Africa in the vanguard of the fashion world.” Hamdorf continues, “Edgars is offering great design at great prices!”

“South African designer’s equal great design!” described Edgars’ trends analyst, Sandy Rogers. “The current fashion trend worldwide is to be able to offer great clothing at affordable prices, the most recent example being Stella McCartney’s sell-out diffusion collection for renowned international retailer, H&M. The launch of Designers at Edgars puts South Africa in the spot-light of the global fashion arena.”

Flagship stores this collection will be available from are: Eastgate, Menlyn, West Street Durban, Pretoria Church Street, Westville, Greenacres, Joburg City, Canal Walk, Sandton City, East Rand Mall (mid May), Tyger Valley and Gateway.

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