British fashion designer Paul Smith has just launched PS by Paul Smith, a new diffusion line aimed at a millennial audience. The move is part of the the brand’s initiative to streamline the label’s subsets into two lines - Paul Smith which includes the brand’s traditional tailoring and classic aesthetic, and PS by Paul Smith, a collection aimed to appeal to a younger demographic.

The 50-year-old brand has turned its attention to updating merino-wool bomber style cardigans, polos and graphic t-shirts for a modern consumer, using the brand’s staple colour palette by reimagining with more contemporary silhouettes. The new line has launched just in time for AW16 and features a new logo adorned across both menswear and womenswear that includes outerwear, t-shirts, trousers and footwear in a range of wool, jersey and denim material.

In line with the collection launch, a succession of dedicated PS by Paul Smith shops will open their doors - complete with neon pink interiors, polished concrete floors and quirky convex circular mirrors.