California Apparel News

The woman who introduced the ultra-low-rise jean is taking a higher stance.

Daniella Clarke, designer and founder of contemporary denim label Frankie B., introduced a new denim division, B. United, which features higher rises and more classic styles.

“It’s more fit-friendly,” said Clarke, who said she had been thinking about creating the line for several years. “A lot of people were coming to us and saying, ’I love Frankie B., but I can’t fit into it.’ ”

“I wanted to develop a basic jean with premium denim, an awesome fit, great wash, really clean, not a lot of branding. A jean that is sophisticated and classic and can be easily dressed up and dressed down,” she said, describing B. United as a “scaled-down version of Frankie B.”

B. United offers 12 styles, including gauchos, as well as straight-leg and boot-cut jeans in fits that range from sexy to classic to relaxed, Clarke said.

“They don’t have embroidery, they don’t have wild washes,” she said. “They’re just simple and they allow me to be conservative with them if I want to wear something classic, or I can dress them up and be as wild as I want.”

Branding on B. United will be subtle. The company developed a logo featuring two winged figures, which is embroidered in tonal thread on the jeans. B. United’s merchandising plan is equally low-key. Clarke said the company would limit the collection to bottoms for now.

“I want to keep it focused for what it is,” she said.

B. United represents the first new branded division for the company since it launched in 1999. The company launched Frankie B. men’s in 2003 but has put it on hold. Instead, it plans to launch a B. United men’s line in Fall ’06, according to Richard Freund, Frankie B. general manager. The company is also working on launching Frankie B. childrenswear, handbags and purses.

“We’re looking at expanding into kids’,” Clarke said. “But I think I have my plate pretty full with Frankie B and B. United and Frankie B. kids. I think we’re good to go for a while.”

The collection, which is wholesale priced at $69–$110, bowed at Fashion Coterie in New York in September, as well as at Los Angeles Market Week in October. On Nov. 15, Clarke and her company will host a private launch party for the line in Beverly Hills.

For more information about B. United, call (213) 624-5411. —Alison A. Nieder