Fashion house Juice is relaunching the Joe Bloggs men's wear brand on to the market as a fast-fashion mid-market label.

The new Bloggs range will be aimed at men aged between 18 and 28, and will consist of denim, shirts, T-shirts and jackets.

New pieces will be introduced three or four times a season, Juice said, and will be retailed at prices allowing a three-times mark up.

Juice managing director Kashif Ahmed said: "Men have basically started to shop more like women. It's no longer cool for a guy to have a couple of favourite pieces that he wears weekend in, weekend out.

"That means that we need to be able to offer a larger number of styles within each range and also need to be able to update frequently during each season."

The brand will be launched through high-street retailers and department stores in the UK in time for spring/summer 2006. Jackets will retail from £18.00, jeans wear from £15.95, shirts from £12.95 and T-shirts and sweatshirts from £8.50 / £14.00.

Juice is backing the relaunch with a seven-figure marketing budget which will provide a major advertising campaign to be launched in men's magazines in February, a new Joe Bloggs consumer website and celebrity endorsements and sponsorship.

Ahmed added that men's fashion habits are now markedly different from in the early 1990s: "they are more confident, are spending more and are much more design savvy".

Juice's other brands include Slazenger, Katharine Hamnett, Elizabeth Emanuel and Gabicci.