Blue Cult for Men
Los Angeles–based contemporary-denim label Blue Cult has launched a men’s collection.
The four-year-old company’s husbandand- wife team, David Mechaly and Caroline Athias, debuted the line at Designers & Agents during the April 2–8 run of Los Angeles Fashion Week.
The collection combines men’s European denim looks with the basic jean designs that are popular in the United States, Athias said.
“We wanted to create an authentic denim collection with designer styles and novelty washes, which is similar to what we do with our women’s collection,” she explained.
Blue Cult’s new line targets men between the ages of 18 and 55 who like vintage looks in their designer denim. Currently, the men’s division has 50 accounts with department stores and specialty retailers, including Saks Fifth Avenue, Ron Herman Melrose, Fred Segal Santa Monica and Barneys. The company projects sales of the men’s line will total about $3 million in 2003.
The 25-piece denim collection comes in a variety of styles and novelty treatments. Denim looks include classic, comfort, relaxed, slim-leg boot, slim-leg low rise and painter. The collection’s washes, which the company does in-house, include core, carbon, mechanic, distressed, engineer, ragazzi and grass. The denim pants are made with 100 percent cotton and sewn by contractors throughout Los Angeles.
Delivery dates begin July 30 for Fall 2003, and wholesale prices range from $59 to $69. The company has corporate showrooms in Los Angeles and New York.
Blue Cult will show its men’s line at Project, a new menswear trade show that will be held July 20–22 in New York.
For more information, call (323) 588- 2500.
—Claudia Figueroa
