Home CNN.com Kitri Bridges the Gap Between High-Street and High-End

Kitri Bridges the Gap Between High-Street and High-End

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LONDON — As designer labels continue to experiment with see-now-buy-now initiatives and adjust their business models to suit the needs of today’s digitally savvy consumer, young fashion brands are cropping up with a direct-to-consumer approach at the heart of their businesses.
Kitri, a new, digital-only brand, is one such label and one of the first to launch in London. Founded by Haeni Kim, the label aims to bridge the gap between the high-street and contemporary labels. It answers to the needs of young professionals who have some spending power and who want to invest in quality clothing beyond the high street, but who are not willing to pay contemporary label prices.
“The idea came from mine and my friends’ needs. We want trend-led clothing that’s not poorly made or badly fitted, but at the same time, we don’t want to pay hundreds of pounds on designer clothes,” Kim said. “A lot of people want to travel or eat out, I think we’re allocating our money a little differently now.”
Aesthetically, the new label takes a modernist approach by focusing on classic shapes updated with subtle, feminine touches.
“We want to provide a solution for modern working women who want to add a little bit of

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