local label 'Mina' hops the pond

In only six short years this London label has taken the UK by storm, but will its British style be to taste for our transatlantic cousins?

London fast-fashion label Mina is set to broaden its horizons by broaching the American market for the first time with its Spring Summer 2012 collection after a successful first showing in New York.

 From humble beginnings six years ago as a Portobello Road Market stall; designer Mina Lee has since opened the eponymous brand’s first flagship store in Central London and is now stocked throughout Europe in countries such as the Netherlands and Spain. Now she has her sights set firmly on America.

 The success of the brand at New York’s trade show ‘Coterie’ quickly caught the attention of US buyers and has since brought about the development of the label’s first forward-order collection. “The buying schedules of the US stores are completely different to the UK” said brand spokesperson Stacey Saunders. “This necessitated a change in the way we do things.”

However, the label will not be abandoning the fast-fashion practices that have secured their UK success. “Our UK customers tend to buy closer to season than elsewhere” said Saunders. Whether this could be due to the recent economic climate is unsure, but Mina has proven itself to be flexible throughout its six years in operation.

Mina has evolved from a largely vintage-inspired small-run operation catering to older teens into a more fashion-led brand targeting women from 17 to 55. Saunders stated “[Mina] can’t stick to one demographic. It’s important to know where our clients are going and to follow them in their journey”.  To do this, Mina installed a new design team in its Great Tichfield St premises last September. With the first collection for the US completed it remains to be seen whether the London brand will appeal to a different market.

But with the new designs being seen on UK celebrities such as Sienna Miller and Fearne Cotton it is certain that the future at home for this growing label is looking bright.

You can get your paws on Mina at their website and ASOS.