Asprey Shifts Focus, Ditches Clothing Line

by Jared Paul Stern (RSS feed)
Jul 7th 2008 at 3:02PM

Asprey, the 200-year-old London luxury goods firm, is dropping its clothing and footwear lines to concentrate on core businesses like jewelry, silver and leathergoods. WWD reports the move is part of an initiative by the company's new President and CEO Robert Procop to shore up the historic brand. As we reported previously, Asprey changed direction in 1996 when the company was sold to Prince Jefri of Brunei. Its gunrooms were shuttered and additional clothing and accessory lines launched in an attempt to make the firm more fashionable. Gorgeous actress Keira Knightley (above, in Asprey designs) was subsequently hired on as spokesmodel.

Gallery: Asprey of London

Tags: Asprey, Brunei, keira knightley, KeiraKnightley, London, Luxury goods, LuxuryGoods

Filed under: Apparel

Subscribe to these comments

Reader Comments (Page 1 of 1)

Steve Pollack Jul 7th 2008 8:26PM

This a shame as they made beautiful pieces which were very unique and extremely well made. The service is impeccable in their London store

StoneMan Jul 8th 2008 8:04AM

Go with the Flow, Diversify, Strategize, Ride the Wave, Make the Adjustments, Hire Keira, Posh the Product....and GO......When The Wave Ends; Paddle Out For More....If you don't, you pPerish....Great Photo of Knightley......