Last century Ralph Lauren built a commercial empire outlining his famous preppy style (something like good boy or posh boy) in each garment. However, in recent years, buyers have opted for more casual fashion, fast fashion or even new preppy brands. In the latter case, that of the preppy or posh brands, the Spanish firms El Ganso, Scalpers and Hutton play a fundamental role.
El Ganso, a sporty preppy with a goose
Founded in 2004 by the brothers Álvaro and Clemente Cebriá, this Spanish company has become known worldwide thanks to its British preppy style with a marked sporty undertone. The firm, which has grown hand in hand with the LVMH investor, has up to 200 points of sale around the world
They became very recognizable thanks to the design of sneakers inspired by the Slovakian army. However, El Ganso is a fashion benchmark in the men’s wardrobe, despite the fact that it also has a women’s line. Among his most iconic designs are trench coats, classic jackets with elbow patches, and the use of prints, stripes and checks. The use of striking and contrasting colors such as the combination of white, blue and red is also very iconic; the colors of the British flag.
The price of polo shirts and t-shirts is between 30 and 40 euros. The shirts reach between 60 and 75 euros. The sweaters are about 65 euros, the pants cost about 75 euros. And the Americans reach an average of 160 euros.
Scalpers, an elegant preppy with a skull
This Spanish company was born in Seville in 2007 by Rafael Medina, Duke of Feria, and Borja Vázquez. Its target audience is the businessman concerned with an elegant image and British style. At first, it was thought that the name of this brand came from the economic term scalping. However, Scalpers explains the name comes from the Indians who cut hair to claim their freedom. “That spirit of rebellion and sense of identity is the firm’s reason for being and is reflected in the logo, the skull,” says the company.
This firm stands out for its designs with classic but modernized lines and shades of blue, gray and checkered patterns. T-shirts are the most casual garment and stand out for their sports motifs and the famous Scalpers skull.
The brand has more than 130 points spread throughout Europe, South America and Qatar and Dubai. Rafael Medina, after his departure to Massimo Dutti, is no longer part of this brand. His wife, Laura Vecino, has assumed Medina’s participation in Scalpers.
Hutton, a preppy hipster with a car
Founded in 2015 by Álvaro Arroyo, Carlos Regatero and Enrique Suárez, Hutton stands out for its classic English style without forgetting that its target audience is young people in their thirties. In its collections, the high-quality knitwear stands out, the sweatshirts with sports motifs and the so-called t-shirts, a kind of sport shirt that has a closure similar to polo shirts because it only has buttons up to the end of the sternum. Its logo is a car.
The firm currently has five establishments -Alicante, Las Plamas, Santa Cruz de Tenerife and two in Madrid- and is present in the multi-brand channel of cities such as Seville, Valladolid, Melilla and Las Palmas, a town in which it is trying to open its own store .
The price of shirts, t-shirts, knitted sweaters and sweatshirts are between 40 and 60 euros. The shirts are between 20 and 30 euros. And the jackets vary between 30 and 60 euros.
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