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Rad Is as Rad Does

Secondary lines are the new black. Paris-based Canadian Rad Hourani introduces Rad by Rad Hourani and his hard-edged, goth-chic clientele are sure to approve. “It’s still sleek and chic, but in a more casual way,” . Rad is more affordable — wholesale prices range from $100 to $300. And the aesthetic is totally Rad: tough, urban, unisex, organic cotton (interesting). He will still debut his namesake line during New York Fashion Week on Sept. 14, while Rad will be sold in stores and online come November.

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