Tendam launches its tenth own brand with OOTO: a sustainable clothing label geared towards men

07 / September/ 2022

Tendam launches its tenth own brand with OOTO: a sustainable clothing label geared towards men

07 / September/ 2022

  • OOTO, created by Andrés Velencoso, is aimed at men who strike the perfect balance between life in and outside the office and who value sustainability
  • The new brand will begin to be sold online and at over 70 physical Cortefiel points of sale in Spain and Portugal.
  • OOTO is the Spanish group’s tenth own brand and the fifth to be launched in the last 18 months, after Hoss Intropia, SlowLove, High Spirits and Dash and Stars

 

Tendam, one of the leading European omnichannel groups in the specialised fashion sector, has announced the launch of its latest brand: OOTO. Of the new clothing labels launched by Tendam in the last 18 months, this is the first to be aimed at male customers. Designed from scratch with the help of the Cortefiel design team, this new brand was created by Andrés Velencoso.

OOTO, named after the concept “Out of the Office”, is intended for men who value their time above all else and are committed to caring for the planet. Geared towards men over 35, OOTO aims to be the “go-to” brand for shoppers looking for stylish menswear that leaves rigid, established rules behind. Garments are mainly casual and informal in style, but OOTO also offers going-out wear, with evening options where greys and blacks dominate the colour scheme.

Over the last year and a half, Tendam has launched five new brands aimed at very specific segments: Hoss Intropia in February 2021, SlowLove and High Spirits in March of the same year, and the sports label Dash and Stars in February 2022, all designed with female shoppers in mind. This means that OOTO represents a turning point, as the first brand intended for men in this stage developed by Tendam.

With this latest launch, the Spanish company reaffirms and expands its skills and experience in brand management, promotion and development of new labels, and its position as a launchpad for niche firms with the potential to revolutionise the market. Creating new brands of its own is one of Tendam’s pillars of growth and, as the company published in its 2021 financial results, they performed better than expected, achieving EBITDA-positive status in their very first year.

Marie Castellvi-Dépée, Managing Director of the Tendam adult segment (comprising Cortefiel, Pedro del Hierro, Hoss Intropia and SlowLove), has defined OOTO’s strategy and will led the group’s new male brand. She said of the launch: “I am very excited about the launch of this new casual, sustainable fashion brand that complements the collections offered by the other Tendam lines. We have worked closely alongside Andrés Velencoso to give OOTO its own voice and personality, defined by its Mediterranean nature, a responsible rebelliousness and concern for the future of the planet.

The whole team’s work has been intense and we are now ready to present a brand with a definite place in the market that will be very well received by consumers.”

OOTO, Tendam’s new male brand, will benefit from what its teams have learnt by launching their latest labels which, although aimed at different customer profiles, have sustainability as one of their main characteristics.

All OOTO clothing has sustainable properties and components. This means that 100% of the cotton used in its shirts, T-shirts, chinos, polo shirts and sweatshirts is Better Cotton, 100% of its denim is Responsible Wash (fewer chemicals and less water are used in production) and 100% of its leather is LWG (Leather Working Group)-certified. 67% of the polyester and other fibres used to make the brand’s garments are recycled.

The new clothing label will begin to be distributed at physical Cortefiel stores, 73 stands across Spain and Portugal, and on the digital channel www.cortefiel.com. The first collection (Autumn / Winter 2022) – available from today, 7 September – is inspired by Mediterranean fashion with a relaxed look for casual dressing. Inspired by the Mediterranean, where Andrés Velencoso hails from, the collection’s style is mainly casual, but also includes smart casual and going-out wear. The collection stands out for its fit (predominantly slim), its washes and its colour scheme. Comfort in the design of materials and versatility are key, as all the pieces can be combined with one another.

OOTO joins the family of Tendam’s own brands, which benefit from the experience, knowledge and collaborations born from the company’s powerful operating structure. Currently, the company has ten brands of its own: Women’secret, Springfield, Cortefiel, Pedro del Hierro, Hoss Intropia, Slowlove, High Spirits, Dash and Stars, OOTO and Fifty.

To discover OOTO, please go to: https://cortefiel.com/es/es/ooto

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