!iT Jeans Gives Men Another Go
Several seasons after phasing out its men’s line, Los Angeles–based denim maker !iT Jeans introduced a completely reworked men’s collection at the Project Global Trade Show in Las Vegas last month. “We wanted to regroup,” said Kimmy Song, It Jeans’ chief executive. The new line debuted with a Fall 2006 collection and is unrecognizable from the previous men’s line. “It’s very masculine and powerful. Every detail means something,” she said.
The collection includes four denim styles, T-shirts and two leather jackets. Clean and lean denim is offset by subtle yet quirky details. “There are so many special things to discover,” Song said. A hidden pocket on the waistband is perfect for carrying credit cards and an I.D. Instead of a change pocket, each pair of jeans features a pocket that accommodates an iPod. A couple of the jeans sport asymmetrical back pockets and pant legs with angled outer seams. All of the denim has the brand’s signature rivets, dark washes, wide belt loops and trademark seams.
In addition to the denim, !iT Jeans’ men’s collection includes two twill pants in three colors and a single corduroy pant in two earthy tones. Giving the line a decidedly high-end feel are two washed leather jackets in blazer and motorcycle silhouettes. Each jacket retails for $300. Leather and suede bags perfect for toting gym gear or a laptop complete the line and retail for $200.
“This is denim for real people at an affordable price,” Song said. The line’s denim will retail for $78–$88, twill bottoms for $78 and corduroy for $88.
Song views the men’s line as another step toward her ultimate goal of establishing !iT as a mid-tier lifestyle brand. The brand recently introduced boys’ apparel to complement its womens’, girls’, juniors’ and new men’s denim lines. “We have everything now,” Song said. “And we’re offering something no one else is—quality, well-designed denim at an affordable price.” —Erin Barajas
