Birmingham mum launches new fashion label for young girls

Inspired by lack of choice for teenage daughter.

Teenage girls will be stocking their wardrobes this summer with a brand new collection of fashions following the launch this week of UK clothing brand Cheens Couture.

The new fashion label, designed by Birmingham-based mum Sabrina Brown, was launched online this week at

The new made in Britain label, suitable for girls aged 10 to 16, is the culmination of months of hard work by the 34-year-old fashion designer from Kings Heath.

“I’m so pleased the brand has finally been launched,” said Sabrina, who has a 13-year-old daughter named Alicia. “I have spent months living and sleeping Cheens to get everything ready for this week and now that the website has gone live I’m so excited that teenage girls will be able to start purchasing their summer outfits from the Cheens Couture collection.

“I want the fact I’ve launched this new brand to be this year’s hot gossip for teenagers. The range caters for all tastes and offers teenagers something a bit different to what they would find in high street stores. I’ve kept the clothes really trendy and fashionable but the key thing about Cheens is that all the garments are age appropriate and they are made here in the UK from quality fabrics.”

Miss Brown, who has worked round the clock for the last few months finalising the brand and range, said it been a long and challenging journey. “I’ve learned so much. There were times I questioned whether or not I could make it happen but I just kept working away and to get to this point is amazing. I hope over the next few months teenage girls all over the UK and Europe will be wearing the Cheens brand and will be just as excited about it as me.”