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Vogue's Dolly Jones reports that Asprey have selected ex-Paul Smith creative director Hakan Rosenius to take charge of all aspects of design and...

Simon King, London Denim
Simon King, London Denim on June 20, 2006.

Vogue’s Dolly Jones reports that Asprey have selected ex-Paul Smith creative director Hakan Rosenius to take charge of  all aspects of design and marketing for the brand. 

Asprey (One of the Queens Jewelers) ever so publicily re-launched itself as a complete luxury lifestyle brand a couple of years ago introducing ready to wear and accessories to their already legendary jewelry lines.  But have so far ever so publically not managed to create that inspirational twinkle which defines a true luxury lifestyle brand.  Rosenius has a big job on if the owners dreams of creating another British luxury lifestyle brand are going to be successful.  If you think we’re being a bit harsh look at the confused jumble of the front page of their website.

Dolly Jones article in Vogue
Asprey’s Confused Front Page

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Simon King, London Denim

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Simon King is the founder of London Denim and Understatement T’s. Simon was also the first contributor to PSFK.com way back in 2004.

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