Fly fashion: Lift off for new label

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The Independent Online

FLY53, a new high-fashion label for the edgy young, is getting ready to land in 10 of Britain's biggest cities.

Founder Will Rigg, a former bass player turned T-shirt designer, is about to open shops in "student-rich" cities such as Bristol and Leeds. "Our clothes are a bit left-field," he says. "You've got to fight for your market, but right now there is a big opportunity as the retail chains shrink." FLY53, which is backed by Key Capital Partners, employs 40 people, has 290 wholesale stockists and sells in House of Fraser.