In the competitive realm of multi-brand menswear, the task of curating a diverse yet cohesive collection of brands, all while managing tight budgets and tariffs, presents a formidable challenge. A common strategy for retailers is to launch their own in-house labels, aiming to bypass intermediaries and offer more accessible pricing. However, these labels often fall short, lacking distinctiveness and merely echoing the established brands they stock. The truly successful in-house brand, in contrast, should embody the retailer's core philosophy and bridge any existing gaps in its brand offerings.
Vancouver's HAVEN store exemplifies this success with its own clothing line, HAVEN brand. Since its inception in 2018, HAVEN brand has cultivated a unique identity that merges outdoor performance wear with artisanal Japanese denim and high-end fashion elements. This distinctive blend caters to a broad clientele, offering a curated selection that includes esteemed brands such as A.Presse, Goldwin, Satisfy, Lemaire, and Kapital. Nick Roethel, the brand manager, emphasizes that HAVEN brand aims to be seen as an independent entity, rather than just a secondary label. Its designs are heavily influenced by Vancouver's challenging Pacific Northwest weather, featuring a strong emphasis on waterproof outerwear and insulated layers, essential for the region's harsh winters.
HAVEN brand distinguishes itself through an unwavering commitment to quality and thoughtful design. Approximately 70% of its production occurs in Vancouver, often within close proximity to the brand’s headquarters, with the remaining 30% meticulously crafted in Japan. The selection of materials is exemplary, incorporating premium fabrics like Gore-Tex and Loro Piana, alongside Japanese selvedge denims and merino wools. This dedication to superior materials and craftsmanship reflects the brand’s aspiration to excel in every product category. Roethel notes that the brand was born out of a desire to create products that perfectly balance sophisticated aesthetics with practical functionality, a balance often missing in existing market offerings. The brand’s Pilot Jacket, a reimagining of vintage L-2A bomber jackets using Loro Piana's advanced 3L Storm System fabric, epitomizes this fusion of historical design and contemporary performance, offering both wind and waterproof capabilities with a luxurious feel.
HAVEN brand stands at the intersection of extreme utility and high fashion, carving a niche that avoids over-committing to either extreme. The brand’s forward vision includes a strategic and measured expansion beyond its current retail presence. This careful growth is intended to reach new audiences while maintaining its core values and avoiding the common pitfalls associated with rapid scaling. Currently, HAVEN brand remains an exclusive offering, available only through its original retailer, symbolizing its unique journey in the menswear industry.