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Chisco García, director at Armand Basi, ushers in a new age for the Spanish company, with the launch of youthwear brand By Basi.

From its head office in Badalona, Barcelona, Armand Basi is developing a new lifestyle concept for its second line, and positioning itself in an international market that has always been enthusiastic about the brand’s chic but practical style. Entry into China and the opening of standalones are top priorities for 2010.

By Basi was actually created 20 years ago, but you’re only launching it now. Why?
It’s true that By Basi existed, but we hadn’t sold it for years. We registered the brand and had the logo and typeset all ready. At the time, it was created as a second brand that would cater for a younger audience that wasn’t so much into the Armand Basi line, both for style and price. Now the thinking is the same: it’s a more youthful style that will reach a teenage audience.

By Basi is a very energetic kind of streetwear, with brightly coloured trousers and fun T-shirts. Is it the same design team as Armand Basi?
We do it all in house. Until recently, we had external designers [Josep Abril, Miriam Ocáriz, Markus Lupfer...] who created collections exclusively for the catwalk. But all the garments we sell are developed by our own team.

Armand Basi has been on the catwalk in London and Paris. Any plans for a comeback with either of your two brands?
Of course. It’s something we’ve always believed in and it’s something you need to do as well. But right now, we have other priorities, like bringing out a new line and going global. We feel the catwalk world needs to settle down a bit. We’ve experienced it first hand when we were in London: the dates overlap with other shows and you miss out on the main point of doing it, which is to get buyers and press together to see what you’re doing.

“The By Basi flagship store in Barcelona is an opportunity to display the type of context we want our brand to move in”

By Basi has only been out for barely a season and already has its own shop in Barcelona. Any more openings planned for 2010?
It’s a very recent opening. Bear in mind that, at this second stage of its life, By Basi only started out in May 2009, but by summer we were already in multi-brand retailers. We wanted to test the business. It turned out to be a huge success and we decided to create our concept shop in Barcelona. The flagship store is an opportunity to display the type of context we want the brand to move in. Now we’re looking for premises for more shops.