Carbon Denim to Introduce Juniors Sportswear
Jeans manufacturer 88 International is aiming to build its branded-apparel business with a better juniors apparel line called Carbon Denim, which is set to bow for Back-to-School 2004.
Geared toward young women with fashionforward sensibilities, the line offers a wide range of sizes. “Our main focus is to include extended sizing,” said Lars Klingstedt, Carbon Denim’s vice president of design and merchandising. “Instead of separating our plus sizes from our juniors line, we just extended our sizes from 0 to 24.”
Six months ago, the collection had a test launch at Proffitt’s, Nordstrom and Parisian department stores and received favorable reviews from customers, Klingstedt said, adding that the company is planning a full launch for Fall 2004.
The 35-piece collection features sporty denim dresses, pencil skirts, cigarette pants, cropped jackets and trench coats. The line uses denim, corduroy, twill, cotton-nylon and velour fabrications. Wholesale prices range from $15 to $50.
Carbon Denim’s signature look comes from its denim collection, which offers black ring spun, crosshatch stretch, brokentwill stretch and black over-dyed stretch looks. The line’s hip and trendy denim styles offer novelty details such as zip pockets and button flaps. Retail price points start at $30.
Offering a unique spin on juniors premium denim will be a constant objective for the company, Klingstedt said. The initial collection features fashion-forward silhouettes and novel details such as contrast cuffs and pocket flaps, magnet closures, heavy hook-and-eye details, and asymmetrical pocket shapes. Patterns include ethnic-inspired prints from Africa, fineline plaid, and embossed leaf patterns on corduroy. Delivery dates will begin July 30.
The company estimates first-year sales projections will be $5 million, said Carbon Denim President Larry Rosenblum. “With our private-label background, we have the production capabilities to produce a better line at a more moderate price point,” Rosenblum said.
Jen-Jyi Yen, founder of Alhambra, Calif.–based 88 International, said he keeps production costs to a minimum by sourcing fabrics and production at family-operated factories in Asia. The 11-year-old company produces private-label juniors and plus-size denim for discount retail chains including Bentonville, Ark.–based Wal-Mart Stores Inc. and Knoxville, Tenn.–based Goody’s Family Clothing Inc. For more information, call (212) 944-6690 —Claudia Figueroa
