Hobbs Regent Street unveiled its re-branded store on Friday 4 September 2009.

The fashion favourite, a long standing fixture on the British high street, has been refurbishing the Regent Street brand for the last month, and, along with the new store, the brand has launched an exciting, new, more contemporary line as well...

NW3 is inspired by the upmarket London area of Hampstead Heath, where Hobbs itself was founded 28 years ago.

Designed by Daniela Boleto, who arrived at Hobbs from Max Mara last year to assume the role of Senior Designer, the NW3 brand is aimed at a younger and more fashionable customer than the mainline Hobbs clientele.

Taking over the ground floor of the new Regent Street store, NW3 is expected to be a huge hit with the consumer, with stand alone store for the new, hipper brand already in the pipeline, as well as plans to stock in popular online store, ASOS.com.

Fashion expert, Drapers magazine, has already predicted that the NW3 line will be a great success, describing it as having a clear identity and 'a strong handwriting'.

Drapers goes on to state that the collection, comprising of pixelated prints, felted wool blazers and leather dresses, is clearly aimed a the fashion forward customer, yet manages to remain true to Hobbs' stated values of "quality, craftsmanship and the essence of English tradition."

See for yourself at 217-219 Regent Street.