Authentic Brands Group is expanding the reach of its Ted Baker label, launching a subbrand called Ted by Ted Baker that will make its debut at Macy’s on Friday.

The debut fall 2026 collection is called “London in Motion,” and is inspired by the art and creative energy of the British capital. It includes functional outerwear, knitwear, shirts and elevated everyday essentials in relaxed silhouettes and premium fabrics.

Ted Baker was purchased by Authentic at the end of 2022 for 110 pence a share, or around 211 million pounds. Its former licensee in the U.S. was PDS Group, but that firm liquidated in 2024 and all of Ted Baker stores were shuttered. The license was reassigned to United Legwear & Apparel, which now produces the core Ted Baker collection as well as the new Ted by Ted Baker line. It also operates the brand’s global e-commerce business. The stores were not reopened.

“Our vision for Ted by Ted Baker was to create a menswear collection that feels authentically British while speaking to today’s global consumer,” said Gina Ottomanelli, senior director of creative design for United Legwear & Apparel. “The collection reflects the craftsmanship and design heritage people associate with Ted Baker, reimagined through a more contemporary, relaxed lens. It’s about timeless style, individuality and clothing that fits naturally into everyday life.”

She added: “We like to say that we’re British by perspective, rather than place.”

Ottomanelli said the collection started as a “partnership to fill a white space” on the floor at Macy’s, which was “seeking an elevated, accessible menswear [brand] with a really strong design point of view, that could lean into the British DNA of the Ted Baker brand.”

Although not exclusive to Macy’s, the collection will launch at its stores nationwide and online, Ottomanelli said. “But the idea is to also then to be able to offer it to other customers.”

She said United Legwear paid considerable attention to offering a variety of necklines and silhouettes in luxe fabrics to create the Ted brand. The fit will be for an American man rather than the slim fit that is more common in European labels. “It’s meant to be modern, but not constrictive or sloppy,” she said.

Instead, there will be details that speak to the brand’s origins such as a five-pocket pant with slanted rather than straight pockets and yokes added for interest.

The color palette will be centered around neutrals and navys with pops of color including burgundy and pink inspired by London’s galleries, parks and architecture.

“Ted by Ted Baker is all about personality and individuality,” she said.

Price points start at around $68 and go up to $258 with some specialty pieces, such as the wool outerwear, retailing for $378 to $498.

The target customer is a young professional in his 30s who “wants to be fashionable and show individuality,” she said.

The core Ted Baker brand is carried at Bloomingdale’s, Nordstrom and other retailers and Peerless Clothing has the license for the brand’s tailored clothing in the U.S.

Ted Baker was founded by Ray Kelvin in 1987 and for decades was a recognizable brand on the British high street with its quirky, colorful take on the season’s trends. However, Kelvin resigned in 2019 amid staff complaints about inappropriate physical contact (which he always denied), and the company went on to face a series of crises before being sold to Authentic.