Menswear retailer Moss Boss is to launch a casualwear range under its De Havilland label to complement the Blazer brand.
The retailer inherited De Havilland when it bought Blazer seven years ago, and resurrected it in its tailoring form last summer.
Moss Bros chief executive Philip Mountford said: 'We've done market research and we needed a new casualwear brand to give us some bumph behind casualwear.
It will be an area of growth for us.'
Marketing director Andrew Barclay added: 'We're perceived as a tailoring brand.
It's a change to get people to consider shopping for casualwear (at Moss Bros).'
Casualwear accounts for about 30 per cent of sales at the chain.
The range will be available this autumn and will offer 12 jean options, 35 shirting options and 30 jersey options. It will be priced to compete with Next and Marks & Spencer's Blue Harbour label.
Blazer, which was also relaunched last year, will go into 24 stores next season.