Robert Geller to launch Gustav von Aschenbach

Robert Geller has developed a strong following of menswear loving, street style inspired fashionistos. While Geller is known for his high-fashion offerings, he is dipping his toes into a more affordable pool. The designer has announced the launch of his new line Gustav von Aschenbach.

The brand derives its name from main character in Thomas Mann's novel Death in Venice.

The new line will launch during New York Fashion Week: Men's on July 11.

The new products will be at a more affordable price point, although exact price ranges have not been disclosed.

The collection will also be shown in a see-now-buy-now format.

While Geller was a bit more of an under-the-radar designer for a while, he made waves last season at NYFW: Men's with his "Immigrant" t-shirt, which sold out almost immediately. Originally, the t-shirt was a one-off designed just for him to wear, but he got so many requests for it, he had it done for production and sale.

While smaller brands sometimes have trouble with see-now-buy-now, Geller has already proven he can do it and sell out.

He is entering a new phase of business growth, and this is just stage one.

Photo: Robert Geller Facebook page