YMI on the Move With New Web Venture, HQ
Los Angeles–based juniors line YMI Jeanswear is putting the final touches on its new- and-improved Web site, www.ymijeans.com. The site, designed by creative director David D’Angelo of D’Angelo Studios in Los Angeles, features an “illusory” theme, with models wearing the company’s denim in surreal settings and landscapes such as dried-up riverbeds, vacant boulevards and flowers.
The dream-like images help to reinforce YMI’s philosophy and brand image of producing trendy styles with an attractive fit, company officials said. The site also features the company’s “California Born” slogan.
The Web site, scheduled to be completed by May, will also include a catalog of YMI’s apparel offerings, a store locator, event listings and multimedia. Many of the Web images are part of the company’s current ad campaign.
YMI—formed in 2002 by David Vered, Moshe Zaga and Michael Godigian—has been on a growth track. The company recently moved into a 72,000-square-foot headquarters in Los Angeles, relocating from Vernon, Calif. The new building, nearly twice the size of the previous facility, is in a State Enterprise Zone and Federal Empowerment Zone, which offer tax incentives to residents. The new headquarters will house a fully integrated distribution facility and, eventually, additional office space.
As part of its expansion, the company hired Dina de Fazio as director of marketing. De Fazio most recently was a senior account executive for SNL Communications, a fashion public relations firm in Los Angeles. She also held marketing positions with Asics America Footwear.
YMI is sold in Nordstrom, Dillard’s, Belk, Robinsons-May and other major department and specialty store chains. —Robert McAllister
