Menswear brand Peter England has launched VYBE, a new contemporary sub-brand aimed at younger customers. The label focuses on relaxed fits, casual styles and affordable pricing while maintaining elements of Peter England’s established brand identity.

The collection features overshirts, shackets, structured polos, oversized T-shirts, cargo trousers, denim, Korean-fit trousers and coordinated separates. The range is designed around versatile styles that can be worn for casual occasions and everyday use.

The launch is supported by a music-focused campaign called ‘VYBE Verified’, created by advertising agency Ogilvy. The campaign features independent artists Tricksingh and THE IMBACHI and focuses on themes of personal expression and confidence.