Bella Dahl Novelty Tees
Bella Dahl, the Sun Valley, Calif.-based junior contemporary label, has come out with a trendy line of novelty T-shirts that feature the same design sensibility as the current Bella Dahl collection.
“We have the same inspiration behind our novelty T-shirts as we do for our Bella Dahl image: It’s a clean, modern, form-fitting collection, and it’s just a matter of finding the right customer,” said Jolna Design Group president Kerry Jolna, who purchased the Bella Dahl label two years ago and has set out to redefine the denim collection with novelty details including yoke backs, side zippers and whisker wash treatments.
Bella Dahl T-shirts, which launched in January, features a group of body-hugging novelty-washed garments that are made with a cotton/Lycra fabric blend called Touch.
The shirts come in sleeveless or short-sleeved styles and feature a printed Bella Dahl star. Colors include such bright hues as fuchsia, sky blue and heather gray and such pastels as baby pink, baby blue and baby yellow. Wholesale price points for the tops start at $17.
Bella Dahl’s line also features a sportswear collection, complete with corduroy pants, jackets and vests. Last year, the company expanded into active sportswear by producing a collection of athletic-inspired trendy knit tops and bottoms. With the addition of its new T-shirt collection, Jolna said the company is on track to earn about $10 million in 2002.
Summer deliveries for the T-shirt collection begin April 30. So far, the reaction has been phenomenal, Jolna said, adding that specialty retailers including Saks Fifth Avenue, Theodore’s and Lisa Klein have placed several orders for the collection. For more information, call (213) 624-9992. —Claudia Figueroa
