Australian bag brand Strand has launched a new standalone brand called AYA (“as you are”).
The new brand targets the youth segment, between ages 18-25, with the initial range consisting of over 10 styles and colourways, including handbags, mini bags, crochet totes, cross body bags, bowling bags, diamante clutches and luggage.
According to Strand, the AYA brand will produce two collections a year - one in late summer and another in mid-Spring, alongside small drops in May and December.
Prices range from $39.99 to $79.99, with a suitcase priced at $250.
The new brand launch comes a year after Strand launched its now growing standalone brand Nere, with Nere's first store openings announced in both Australia and the United Kingdom.
“Off the back of our success in the ‘fashion travel’ category, we have created a spirited brand that is authentic, playful and celebrates individuality- at an accessible price point,” CEO Felicity McGahan said. “We are confident AYA will connect positively with the Gen Z customer.
“AYA celebrates the freedom of showing up as your true self, the collections encourage experimentation with self-expression. At its core AYA is an authentic, playful and versatile brand, promoting a sense of individuality and an evolving personal style.”
AYA has launched via a separate tab on the Strand website.