Yorkshire model launches new “Colours May Vary” fashion label

Pictured are CMV creators Joel, left, and Leroy McIntosh

A Yorkshire-born fashion model has drawn from his experiences both in front of the camera and on the catwalk to launch his own fashion label.

And Joel G is confident his “Colours May Vary” range of men’s T-Shirts will catch the eye of the fashion-conscious both in his home town of Leeds and much further afield.

In addition to selling his designer tops via the business’s own website, Joel and business partners Leroy McIntosh and Liam Smith, are in talks with on-line fashion retailer ASOS, and also a well-known independent Leeds store about stocking a range unique to them.

Joel said: “We are three Yorkshire lads who love fashion and love looking good. We all have similar tastes and the three of us bring different skills into the mix.

“Whilst I’m a model, Leroy is a UEFA B Licenced coach at Barnsley Academy and Liam has a background in sales.

“The inspirations for our designs come from a variety of different sources including American artist Jean-Michael Basquiat and legendary Harlem couturier Dapper Dan, who has recently been working with Gucci.

“We have already built up a loyal following and our T-shirts are being worn by underground music artists, Instagram ‘stars’ and an up-and-coming Manchester boxer who has a significant social media following.”

Joel said that once a new design had been agreed, the CMV T-shirts were then “created” in a studio on the outskirts of Leeds. Consumers will then be able to choose the design, the colour and size of the T-shirt it is to be printed on.

Joel added: “Before embarking on this exciting adventure we did plenty of research, which included a fact-finding trip to China, market-testing various designs and the colours of the T-Shirts.

“For us to be listed on ASOS Marketplace we need to have a minimum of 15 different designs, which I’m delighted to say we have. We are also in advanced negotiations with a prominent Leeds fashion store about creating a special range just for them.

“We are timing our launch with the start of the new university year, as we are targeting a younger market. That said, we believe our T-shirts will appeal to men of all ages.

“And whilst the colours may vary, there’s two critical elements that will always stay the same – the freshness of the designs and the quality of the product.”


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