Select
Le Tigre, the embodiment of that 1970s preppy, polo-shirted, logo-happy look, is back. Part of a revival that has seen the reemergence of Lacoste, Fred Perry and Munsingwear (Penguin), Le Tigre has found a new generation of consumers driven by color, stripes and little chest emblems. The line is being sold on the West Coast through the Select showroom, located in the Gerry Building in Los Angeles.
In the ’70s, Le Tigre caught on as a young men’s casual polo shirt. This time, it’s appealing to the female consumer, as well, with new cap-sleeve looks and feminine cuts. Women and juniors have been snapping up Le Tigre polos, sweaters, pocketbooks and backpacks.
“Many identify with the Tigre logo,” said Chief Executive Officer Ryan O’Sullivan, who bought the brand from its previous owners two years ago. “It has a lot of American heritage.”
O’Sullivan said interest is coming from young consumers who never heard of the original brand but like the formula of color, striping and comfort. About one-third of customers buy the shirts for nostalgic reasons, O’Sullivan estimated. “The brand was dormant but not forgotten,” he said.
With a drop-off in the urban apparel business, the preppy-chic look has taken over. Le Tigre reaped about $20 million in wholesale business in the last half of 2004 alone, said O’Sullivan, but how much roar is left in the tiger? “It’s a formidable classic. This time, it’s here to stay,” he said.
Select is carrying the original styles in addition to new classics. The shirts retail for about $50. The showroom also offers T-shirts by Define Tease, Local Celebrity and Knot 4 Nothing. It has a denim line, Salvage; a Japanese line called Yo! Japan; jackets with East Indian motifs from Hot Couture; and Donn Mason loungewear.
Matt Germaine and Joey Lionetti run the showroom, and Joanne Bienskie and Gus Castaneda provide sales support. There is also a Select showroom in New York and one coming to Paris. —Robert McAllister
