Outlaw Launches Junior Denim Line
Many fashion labels go out of their way to establish a relationship with a rock star and/or a beautiful actress to promote their brand. Outlaw USA, a contemporary surf-oriented apparel company, didn’t have to go far.
Lead designer Mike Schmitt just partnered with his best friend of 12 years, Nikki Sixx of the rock band Motley Crue, who just happened to be married to Donna Dericho, one of the babes from TV’s “Baywatch.”
“Donna is our fashion consultant/model, but she’s also a partner,” noted Schmitt.
Outlaw USA was started in 1995 by Schmitt, who previously worked for Chrome Hearts. The name of the company was a natural, said the designer, since he has “been an outlaw since day one.”
The brand began as a contemporary T-shirt line, combining surf gear with rock ’n’ roll attitude and lifestyle. Now the company will launch a junior denim division at MAGIC.
“We just think it’s what’s happening,” said Schmitt. “We have great connects in junior denim and we think we can make better jeans than anybody else.”
Schmitt jokingly points to Dericho as evidence that Outlaw has the ability to make good-quality jeans.
“These are well-fitted jeans,” he said. “We can make any girl look like a fashion model. Look what I did for Donna.”
The denim line will continue the T-shirts’ mixture of surf and rock aesthetics, with appliqueacute;s and frays on hip-huggers. The line will also include non-jean items, according to Schmitt.
“We will have denim jackets and a huge selection of bottoms,” he said. “Plus, we’re coming out with the sickest junior belt line.”
Of course, Donna Dericho and Nikki Sixx will be on hand at the Outlaw MAGIC booth, along with a few other guest celebrities, according to Schmitt. Outlaw Girls Jeans will be showing in booth #90531. For more information, call (323) 981-9197 ext. 24. —Claudia Figueroa and Darryl James
