UK clothing manufacturer Gill has said it is to do away with ‘branded’ fabrics in a bid to drive the cost of its products down. The first manifestation of this new strategy was revealed today at the Marine Equipment Trade Show (METS) in Amsterdam with the company’s trade launch of its new range of sailing garments:The Atlantic jacket (‘200) and trousers (‘150) for offshore useThe Key West jacket (‘150) and trousers (‘120) designed for offshore/coastal sailingThe Southern Cross jacket (’80) and trousers (’70) for the entry level market.The new range will be officially launched to the general public at the London Boat Show in January 2002.

At the trade launch Gill International’s chairman Nick Gill said “Gill didn’t want to pay a premium to someone who we think doesn’t need to be involved in the system of making sailing garments.” Gill says it has travelled to Japan to source breathable fabrics in a bid to avoid the use of more conventional, premium priced, branded fabrics.

It has taken almost twelve months for Gill to develop its latest range which it says is in some cases from 40-50 per cent cheaper than its previous offerings, without it claims sacrificing quality or performance. “We’re doing away with fancy names for our garments and have tried to simplify things for the customer,” added Nick Gill.