Dan Tupara

The newly established in-house brand by Australian retailer Cotton On is set to have a majority menswear focus for its next release.

Titled Among Equals, the collection was designed in collaboration with an Auckland-based fashion consultant, Dan Tupara, and has a heavy streetwear influence.

"We've been here for 10 years and we're really starting to understand what our customers are after," said Mark Singleton, country manager, Cotton On.

Among Equals is targeted at the young skater audience, but incorporates contemporary design elements to attract a wider customer base who are looking for clothes that are edgier.

The range will be tested in New Zealand stores, alongside 12 other markets including in the US and South Africa.