It’s cool, it’s trendy, it’s sexy, it’s fun … and it’s arriving exclusively at Woolworths for Summer ’08. It’s a new Woolworths brand called Twist. Woolworths enlisted international experts – visionary brand man Joe Mimran and fashion designer Paul Sinclaire – to help develop this exclusive new brand. Twist will complement Woolworths existing womenswear offering with an exciting new take on affordable, contemporary fashion. Joe Mimran was the man behind the launch of Canada’s incredibly successful Club Monaco and Joe Fresh brands (among others) and is often referred to as “Mr Brand” of the Canadian fashion industry. He and designer Paul Sinclaire, who was recently inducted into the Council of Fashion Designers of America, are also the creative force behind the high-end international fashion brand Tevrow+Chase. Says Woolworths Managing Director: Retail Andrew Jennings, who worked with the team during his years in North America, “We were privileged to work with these two extremely talented men in creating this new contemporary brand. We really feel they’ve brought a different point of view to the world of South African fashion, and believe that Twist adds an exciting new dimension to our womenswear offering which will resonate with fashion-conscious women.” Twist will offer a fresh, new look every month. The brand launches with a 70s-inspired collection which will be followed by a black & white theme. The launch campaign has been shot by celebrated fashion photographer Ellen Von Unwerth, who has captured the playful, sexy spirit of the brand in her trademark slightly gritty black & white shots which are full of personality and epitomise contemporary culture. Like Woolworths other brands such as re_, w collection and Country Road, Twist will have its own “store within a store” concept with its own brand identity, look and feel. Twist will debut in 26 Woolworths stores across the country on 20 August. ENDS ___________________________________________________________ NOTES FOR THE EDITOR About Joe Mimran: Having earned both a B.A. and B. Comm. and having spent two years working as a Chartered Accountant, Joe Mimran found his calling in life in the world of fashion, joining his mother and brother in the small fashion business they had started. Their first brand, Alfred Sung, became what is generally regarded as Canada’s first world-class designer brand. Club Monaco, his next project, grew from a single store selling casual fashion into an international enterprise; Mimran later extended the concept into homeware with Caban. Both were sold to the Polo Ralph Lauren organisation. Mimran helped his wife, Kimberley Newport-Mimran develop her acclaimed Pink Tartan brand and together with designer Paul Sinclaire, launched Tevrow+Chase. He has also worked with Canadian retail giant Loblaws, introducing their President’s Choice homeware range and more recently, their Joe Fresh fashion brand. About Paul Sinclaire: Paul Sinclaire is the designer responsible for the incredibly successful high-end fashion brand Tevrow+Chase, which he launched together with Joe Mimran. Among his many other achievements, Paul Sinclaire has been the creative director at Dries van Noten and fashion editor for American Vogue. He was recently inducted into the Council of Fashion Designers of America. About Ellen Von Unwerth: Ellen Von Unwerth, a former fashion model, is a well-known photographer and director who specialises in femininity. Having first achieved international recognition when she first photographed Claudia Schiffer for Guess? Jeans, she has been published in top magazines including Vogue, Vanity Fair, L’Uomo Vogue and I-D and has also directed short films and music videos. Most recently, she worked on the photography for American pop singer Britney Spears' album, Blackout. Where to find Twist: Twist will be available in the following Woolworths stores: Blue Route Brooklyn Canal Walk Cavendish Square Centurion Park Clear Water Cresta Eastgate Fourways Gateway Hyde Park Irene Mall Loch Logan Menlyn Park Northgate Pavilion – Westville Piazza St John Rivonia Sandton City Somerset Mall Tableview Tyger Valley Victoria and Alfred Waterfront Vincent ParkWalmer Woodlands Blvd.