AWG agencies, headed by Andy Wrench and Gary Watson, has added Yes Master’s new diffusion line Twisted to its portfolio of brands.
The brand was conceived after founder Igor Pacemski spotted a gap in the market for lingerie that goes up to large cup sizes and gives the fashionable woman ‘a choice in a sea of embroideries and identical laces.’
The brand’s first collection, called All Kinds of Everything, is reportedly a ‘charming and whimsical’ allegory of the modern English summer. Using unusual visuals such as golden finches and thistles to create a faux tropical scene, the brand takes the wearer on a journey from quaint English roses to bold tropical orchids.
Agency partner Andy Wrench said: “We have known Igor and Yes Master for quite a number of years and have always loved the high end design aspect of the brand. However, for our client base, we needed a far more commercial version of the product. Jo Stockdale, formerly of Ballet is the driving force behind the brand’s manufacturing through their company Inspire Intimates. Jo and her business partner Helen Richardson bring together a plethora of experience in the branded and private label sector, especially in the large cup size area, where we specialise.”
Yes Master creative director Igor Pacemski added: “I interviewed Andy and Gary when they started their agency, in 2009, and have been watching them ever since. I was super impressed with the way the guys built up a solid business over a relatively short period of time and how proactive they are as a sales team. With two such strong additions to the sales team, we can concentrate on what we are good at, designing fabulous product.”
The Twisted collection is comprised of lingerie and swimwear, available up to an H cup. RRPs start at £30 for a padded plunge and go up to £39, with a mark up of 2.5.