Rojas Joins Private Circle
Los Angeles contemporary designer Freddi Rojas has joined Los Angeles-based young men’s and young contemporary label Private Circle as head designer, and the company plans to turn Rojas’ boutique X Collection into a flagship Private Circle store.
Rojas replaces designer Qamilla “Q” Carlsson, who has left the company.
“Private Circle is constantly evolving,” said Danny Cook, Private Circle president and creative director, who noted that he’d been a fan of Rojas’ designs since he produced the men’s F8 line. “I brought Freddi to the team because I believe his style can be integrated into the Private Circle collection.”
Rojas will design under the Private Circle label beginning with the Summer 2002 collection. The company will also produce Rojas items for celebrities and special projects, Rojas said. The last full Rojas collection to ship will be Spring 2002, the designer added.
There are also plans to introduce a Rojas signature line in the future, according to Cook.
Rojas said he’s excited to join Private Circle, which is owned by Barcelona, Spain-based Private Media Company, a publicly traded company that purchased the apparel label in 1998. The company, which produces adult entertainment, has helped finance Private Circle’s marketing efforts, including staging runway shows in Bryant Park during New York Fashion Week.
“I was ready to grow. I wanted to take my designs to the next level and I think Private Circle is a perfect media to do it,” Rojas said. “They’re established. They have money behind them. They can take me to the next level where I want to be.” Rojas said that by joining Private Circle, he will be able to design for a wider audience and on both the designer and sportswear levels.
The conversion of Rojas’ X Collection store on Melrose Avenue in Los Angeles is planned for early 2002, according to Cook. The boutique, which carries several labels in addition to Rojas’ own, has served as a test store for new items, Rojas said, adding that the store will continue to test new Private Circle and Rojas items. —Alison A. Nieder
