After quietly launching their private-label business last year, Bill and Rick Snowden are making a bigger return to the industry via a new partnership with Shellys London.
Snowden Brothers will oversee the British brand in North America alongside the label’s established executive team. “We think there’s a big opportunity to re-energize the juniors’ market,” Bill Snowden said. “[Bringing in a brand] isn’t something we were planning on doing this fast, but the timing seems right.”
The brothers, who formerly held senior roles at their family business, Topline Corp., left the company after it was acquired by Steve Madden. After a brief hiatus, they launched Snowden Brothers last year.
Shellys previously operated in North America under a license with Canadian company Aldo, which delivered its last collection for the brand for spring ’15. “Everyone we talk to is excited about the [potential for the brand],” said Snowden, noting that the goal is to combine the label’s British heritage with modern elements.
Shellys London will present the new collection at the Park Central hotel during FFANY next week and will also exhibit at FN Platform during its August edition.
The brand first emerged in the late 1940s as a small, family-run company. It quickly gained prominence in London over the next several decades and racked up buzz in the 1980s through collaborations with Katherine Hamnett, John Richmond, Vivienne Westwood and Jean-Paul Gaultier.