It Jeans Men
Expanding its business with an eye on international distribution, It Jeans will introduce a men’s line for Fall 2005 to add to its mid-tier collections for women and children.
The Los Angeles company, founded in 2003, said it was necessary to focus initially on strengthening brand awareness through the women’s and children’s lines. The women’s collection bowed first, and a children’s line followed in Fall 2003.
Spokesperson Grace Hwang said the men’s collection will wholesale from $37 to $47. Hwang said that in regards to the distribution of the men’s jeans, the company will try to target new accounts and maintain the current retail channels it has for women’s and children’s jeans. The company said its women’s and children’s lines are sold in department stores and specialty shops such as Seattle-based Nordstrom Inc. and E Street Denim in Highland Park, Ill.
“Understanding that a brand name is no longer the sole factor behind denim sales, we have painstakingly invested a great deal of time and energy to design jeans with the finest-quality fabrication, detailing and, most importantly, fit,” said It Jeans Chief Executive Officer Kimmy Song in a written statement.
Unlike the women’s line, the men’s group will focus on using non-stretch denim for most designs, Hwang said. It will provide four distinct fits in various washes but will lack the embellishments and fabric variations that are common in the women’s collection. Two-tone contrast stitching, however, is a shared facet in both lines, Hwang said.
The men’s line will debut Feb. 14–17 at MAGIC International in Las Vegas. —Khanh T.L. Tran
