Rocawear Juniors
Gerry Building, suite 304(213) 629-0107
As Gitana Brazlauskas, a new designer for Rocawear Inc. and the Nesi Apparel Group, made plans to debut a Summer 2004 line that included light and airy tops and denim bottoms, Rocawear Juniors’ West Coast sales representatives Scott McCrorie and Roz Spano followed her aesthetic example by moving to their current 1,450-square-foot showroom. The similarly light and airy showroom is based in the Gerry Building.
Since moving from the California Market Center in late September 2003, McCrorie and Spano have found new neighbors with the same hip-hop roots, including Enyce, Phat Farmand contemporary brand Tag Rag.
“It’s quiet, it’s focused, and it’s businessoriented,” McCrorie said of the new environment. “I wanted an open space that had more of a loft feel. I think the future is here because [Gerry Building] is integrating the brands.”
The new neighborhood also dovetails with Rocawear’s latest direction. The company is branching out from duds primarily associated with the hip-hop scene to a wider market. Mc- Crorie reports 70 percent of the label’s offerings will be denim and 30 percent will be hiphop– influenced sweat suits. It’s a flip from the previous year, when sweat suits made up 70 percent of the company’s offerings.
“The market was drowned in women’s sweat suits,” McCrorie said. “The rest of the world is in denim.”
The showroom is situated in close proximity to the company’s design team. Brazlauskas’ office is next door. Spano reports relations between the sales and design departments are business-like but friendly.
“Do we go over there and hang out all the time? No,” Spano said. “We do talk about how the line is selling, and we give her our input.” —Andrew Asch
