Daks is a brand that most will not recall. The reason being is that you have to be of a
certain age to know that Daks was a leader in the raincoat business at about
the same time Burberry was only known as a maker of raincoats. Daks was a constant presence in advertising
and was considered to be amongst the more prestigious of manufacturers and I
believe they were only in the men’s business.
Okay, history lesson fini!
Fast forward to the 21st century and we have a
rehabilitation of the brand as well as hopes for a resuscitation of the
brand. There have been glimmers of hope
that Daks can possibly follow in the tracks of its sister brand Burberry and
this season provides a look into further possibilities of that happening.
The collection offers a certain chic and raffine quality
that is a very welcomed sight during these times of trend driven
collections. The clothes are classic
without being boring and the presentation certainly belied the brand’s
renaissance as the clothes are self-assured and more the product of a brand
that has been already been established for some time … THINK VERY Michael Kors. The more conservative trademark plaid that is
the Daks DNA is put to good use without being offensive. The georgette capes are a bit de trop at times
but do have a redeeming quality when used effectively. There is a great feeling of clean sportswear…
some lean some more fluid.
If Mr. Scuffi can build from this presentation, the brand
can certainly emerge as a formidable contender in the prestige brand
category. Will it be the blockbuster
that is Burberry?? … I doubt it, but it surely has a place with those who are
not as trend driven as the “larger plaid’s” client.
Keep your eye on this one … it’s a 50/50 shot, but it might
just turn out to be the next mega brand.
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