Jelessy Announces New Retail Division
More Los Angeles–based denim brands are following the path from manufacturing to retail blazed by Lucky Brand Jeans. In April, True Religion announced it was going to build a store in Manhattan Beach, Calif. More recently, Steven Shaul, owner and designer of Jelessy Jeans, announced that he had made an offer for retail space on Robertson Boulevard.
Shaul said he hopes to run five flagship stores in Los Angeles, New York, Miami, Paris and Rome. “They’ll be places to test my new designs,” he said. “They’re going to be a showroom; they’re going to be headquarters for our public relations.”
Jelessy Jeans shipped its first jeans in August 2004 to more than 60 retailers. Now the label is sold at more than 300 doors, according to Shaul. The denim maker manufactures jeans in more than 40 colors. —Andrew Asch
