menswear: viyella


Traditional design meets contemporary innovation


Viyella is a brand steeped in tradition and heritage, created over 225 years ago in 1784, and has come a long way from being a pioneering fabric manufacturer to creating an impeccable range of men's clothing.


The Viyella name was


registered in 1894, named after the valley in which the Via Gelia Mill was situated, Vi Jella. The brand says that it rapidly became the most famous and coveted shirt cloth in the world, renowned for its durability and softness and the remarkable way the fabric improved with age. It was the first fabric to be branded, a highly innovative idea at the time. The 'Englishness' of Viyella assured the company international sales from the outset. Today’s shirt collections are


inspired by the brand’s rich archives but also incorporate updated designs with a modern


twist. Core values and an innovative attention to detail ensure Viyella is as desirable today as it has ever been. This autumn sees the classic country image also in tune with the continued interest of British gent style. Viyella understands that


offering a desirable collection is only one element to a sale, and that suppliers need to offer so much more in order to develop a long term trading partnership. Consequently the brand engages in store support, combining planning and merchandising with marketing initiatives to offer a winning formula to success. If you would like to share in Viyella’s success or know more about how it can help you do not hesitate to contact the brand.


For more information call Neal Dawson on 01773 838300.


Department Store Buyer 19


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