New Line From 4Whatitsworth
4Whatitsworth Inc., maker of Tyte juniors denim and sportswear, will bow its first misses denim collection at New York Market Week this month. The line, Duplex by Tyte, will launch for Spring 2005 with a plethora of denim styles for misses and plus-size women.
The move to launch the collection is a sign of the times, according to Alden Halpern, president of the Los Angeles– based company. Halpern said his company is one of several denim makers setting their sights on new market niches to increase their sales volumes.
“Our research indicated that the missy market is desperately in need of an updated fashion resource at the same price point as basics,” Halpern said. “Duplex is primed to fill that void.”
4Whatitsworth is gearing Duplex by Tyte toward better department stores and specialty chains. The company projects first-year sales will be approximately $7 million.
Duplex by Tyte has the same fashionforward focus as Tyte’s juniors denim line. Casual, yet stylish, the initial collection features boot-cut bottoms, capris, skirts and shorts. The line is made with stretch-slub and cross-hatch denim as well as finestretch twills and poplin fabrics. Misses sizes range from 2 to 16, and plus sizes range from 16 to 26.
The plus-size category has seen phenomenal growth in sales, Halpern added.
“Juniors apparel is notoriously sold at lower margins,” Halpern said. “We want to expand and explode the missy and plus-size line. We are not going to get wild, but we are going to offer fashion-forward items and not limit it just to juniors.”
—Claudia Figueroa
