Turning a New Paige in the L.A. Denim Market
Former fit model Paige Adams-Geller spent years helping top denim makers finetune their products. Now, she is using her eye for fit and fashion to launch a new line, Paige Premium Denim.
Adams-Geller will roll out 14 styles of five-pocket jeans, trousers, skirts and jackets. Wholesale prices will run from $60 to $110, and the first deliveries are scheduled for the end of January.
Adams-Geller is the lead designer and owner of the Culver City, Calif.–based company, a subsidiary of privatelabel manufacturer Fortune Casuals LLC. The main accent will obviously be on fit, but she hopes to become a female version of Ralph Lauren and be known for style, as well. “My whole interpretation is to provide a great American pair of jeans with a feminine twist,” said Adams-Geller, who has fitted for Seven for All Mankind, Lucky Brand Jeans, Guess?, Citizens of Humanity, True Religion, Blue Cult, Bebe, Wet Seal and others.
Though she never received any formal design training, she has fit for the best producers in the business.
“In the past 10 years, I really honed in on premium denim,” she said. “I would fit for everyone from a Dickies Girl, which is like a junior brand, to Blujeanious, which is more of a misses jean. So I learned about denim across the board and how it fits, looks and works.”
The collection has already gathered lots of momentum, and The Neiman-Marcus Group Inc., Saks Inc., Bergdorf Goodman Inc. and Harvey Nichols Group Ltd. are among the early accounts. The company isn’t skimping on quality. The line uses fabrics sourced from Italy and Japan and comes in 2 percent stretch and rigid construction versions, as well as low and classic rises.
Adams-Geller is naming all of her styles after famous California boulevards and venues. The Laurel Canyon, for example, is a low-rise jean with credit-card size pockets and a 34-inch inseam that comes in 10 washes. The Malibu Beach version is a midcalf trouser with a 25.5- inch inseam. Other silhouettes include wideleg gauchos, low-rise trousers and classic styles. Sizes range from 24 to 32.
The line is being produced in Los Angeles under Fortune President Michael Geller and Production Manager Michael Henschel.
“L.A. is becoming the premium denim capital,” Adams-Geller said. “We have the best wash houses here and great manufacturing houses.”
The line is also capturing a celebrity clientele. Hilary Duff, Jennifer Aniston and supermodel Amber Valletta are fans.
The line is being wholesaled through the Brothers & Sisters showrooms, located in New York and at The New Mart in Los Angeles.
“It’s hitting a broad spectrum. We’ve already done more than $3 million in business. It’s gone above and beyond expectations already,” said Chris Seelig of Brothers & Sisters’ New York showroom.
For more information about Paige Premium Denim, call (213) 623-2312. —Robert McAllister
