South Africans looking for the hottest styles in jeanswear will be able to find just what they’re looking for at Woolworths from summer 2011. Already well-known for great-fitting, fashionable jeanswear and accessories, Woolworths RE: brand is taking on a whole new look and a new attitude. Why reinvent an already successful brand? Explains Woolworths Group Marketing Director, Charmaine Huet, “The RE: brand has been incredibly successful since its introduction a few years ago. We believe there is great opportunity now to take it to the next level with a new, edgier attitude and styling that will appeal to a savvy, young, urban South African looking for on-trend design and authenticity as well as an affordable price.” In addition to a new attitude, the brand sports a bold new logo. Denim, of course, is the basis for this lifestyle brand, though the ranges have been expanded to include tops, jackets and accessories for both men and women. For her In addition to the expect-to-find silhouettes, such as the ‘boyfriend’ jean, the bootleg jean, slim jeans as well as stretch skinnies and ‘cheeky’ denim shorts, the summer range will feature the new important cropped leg lengths including 7/8, pedal and capri. The new silhouette emerging this season, strongly influenced by the 70s hippie/gypsy look, is the flare jean, also new as a cropped silhouette. To compliment this collection of jeans, there will be tops, jackets and skirts ranging from iconic jeanswear items such as denim shirts, denim dresses, classic denim jackets as well as a comprehensive range of ‘boyfriend’ shirts in plain, check and ditsy prints. In addition to classic jeanswear tees, customers will also find knits in new, boxy shapes, cropped silhouettes and uneven hemlines. Again, in keeping with the season’s strong 70s influence, gypsy tops with embroidery detail will feature. In keeping with its younger, cutting-edge look and feel, the brand will also offer an edited collection of “rocker” inspired jeanswear – superskinny jeans with distressed finishes or in coloured denim such as red and black with zip detailing, cheeky coloured shorts with stud detailing as well as a range of rocker-inspired graphic t-shirts, vests and dresses. This range will be available at selected Woolworths stores. Complementing the clothing range will be a selection of bags, belts and accessories. For him As with womenswear, the menswear collection will also include a base of must-have silhouettes such as slim/skinny, straight leg and boot cut jeans. The latest men’s silhouettes, such as the arc leg, the drop-crotch silhouette as well as the slimmer, shorter denim short silhouettes, will also be included. Also as with the womenswear collection, the menswear offering will include tees and shirts. These include the cotton v-neck tee with raw edge chest pocket detail and striped t-shirts in updated silhouettes as well a range of graphic t-shirts (with vintage workwear, utility and rocker-inspired graphics). Woven shirts, still a key to the menswear look for this season, will include denim and plain utility-inspired shirts as well as styled shirts in stripes and colourful checks. Woolworths RE: jeanswear for summer 2011 will be available at most Woolworths stores countrywide from 24 August.