Not only the location of fashion factory was new this summer edition, the exhibition floor also had some novelties. FashionUnited visited some brands that made the debut.
One Hundred Stars
Fashion brand One Hundred Stars is known for the prints. The British company once started as an accessory brand, but now it has grown into a women’s fashion brand. The most famous items from the collection are the kimonos and the various prints. One Hundred Stars expands the types of prints further every season. The brand has also added a mid-season capsule collection to make the offer even larger.
The brand already has some points of sale in Europe and thanks to the warehouse in Europe it can easily provide them with deliveries. The arrival to fashion factory is intended to further strengthen the presence in the Benelux market. Retail prices are between 190 and 130 euros for a printed dress.
Eleh
Eleh is an interesting newcomer and perhaps unexpected newcomer. The Italian brand almost has a Scandinavian aesthetics with the oversized fits, with some striking styling details. The female styling, on the other hand, makes it very suitable for Italian descent.
The brand is represented in the Benelux by Amoda Agency from Belgium. The brand currently has 110 points of sale throughout the Benelux and specifically 25 in the Netherlands. Eleh is located in the middle segment with the retail price of 207 euros for a blazer, 165 euros for trousers and 81 euros for a T-shirt.
Ou. Fire
The name ou. Will ring a bell in the Netherlands, but not many people are familiar with the fact that the company has been making its own collections for six years. Ou. Brand sold it so far in its own stores and via the webshop. The former retailer takes the first step in the Wholesale for the SS26 season. Entrepreneur Valerie van der Meer indicates that he will enter into a selective approach. A point of sale per city must keep the brand exclusive.
The brand is in the middle segment. Pants has a retail price of 189 euros, a sweater 115 euros and a top 89 euros.
Bobo Choses
Colorful and playful: Spanish brand Bobo Choses brings something else to the market. The brand once started as a children’s fashion brand, but expanded with women’s fashion. “We are children who are stuck in adult bodies, behave seriously funny and who take care of the world and everything that is part of it.” The collections are therefore sphere with home -made prints and illustrations. Many of the illustrations contain a small wink.
The brand is active in more than 46 countries and has around 600 points of sale worldwide. The prices are between 190 euros for a dress, 135 euros for jeans and 55 euros for a T-shirt.
Haris Cotton
Don’t let the name fool you. Although Haris Cotton specialized in cotton for the first 20 years of the 50th anniversary, the brand does not mean that the brand is still moving in this field. 30 years ago the brand decided to make the step to linen. The current collection therefore mainly consists of linen items for women and women.
The brand is represented by Inez Consulting in the Benelux. The brand wants to start in the SS26 season with deliveries in the Benelux market. Linen dresses have a retail price between 270 and 213 euros and the price of Linen Blazer is around 160 euros.
Kimara
Dutch fashion brand Kimara was founded in 2024 and is now making the step to the fashion factory. However, it is not new in the Wholesale, because the brand already has around one hundred points of sale, partly thanks to the partnership with Henk Fashion Agency.
The brand specializes in Travelwear, but indicates to renew the category. Kimara focuses on female details and easy to combine items. Prices are between 109 euros for trousers and 60 euros for a top.
