Marks & Spencer is reviving the St Michael brand after a 21-year absence, as vintage clothes find a new audience in younger generations.
The retailer said that it intends this year to start selling menswear using the vintage label first launched in 1928.
While M&S has not yet decided to officially relaunch the brand, it will be selling two items of St Michael menswear clothing – a rugby shirt with the St Michael logo on the front, and a sweatshirt in two colours – both of which appeared at a preview event earlier this week.
Marks & Spencer scrapped the label in 2000 in an effort to turn around the retailer’s fortunes after profits slumped by 50pc.
But items from the collection have since proved popular among shoppers on online vintage clothes stores eBay and Depop. There are currently just under 16,000 “St Michael” tagged items of clothing on eBay and around 6,000 on Depop, including items such as 1970s paisley shirt dresses and 1940s woollen skirts, typically selling for between £5 and £25.