New Project for Iron Army Founders
The Steves behind the premium-denim brand Iron Army—Steve Opperman and Steve Dubbeldam—are embarking on a new project and bringing their freewheeling attitude with them. They are partnering with Los Angeles premium brand Hudson Jeans to launch City of Others for Fall 2008.
Targeting hipsters and tastemakers, the new denim collection takes its inspiration from Old World techniques and modern youth culture. Made in Los Angeles with imported European denim, City of Others will feature the Steves’ trademark tailored fits and Hudson’s technical know-how. And while Iron Army and Hudson jeans can sell for upwards of $200, City of Others’ jeans will sell for $100.
“It’s a crazy, hard price point to hit, and making a premium product for that price has been our biggest challenge,” Opperman said.But the company believes the lower price point will be bolstered by volume. “We feel like if a kid likes our jeans, they’re going to want to and be able to buy more than one pair, and more people are going to be able to get into the brand.”
For Fall, women will have five styles to choose from while men will have four with a variety of washes.
Another key difference for the brand is community-building and social responsibility, something the Steves touched upon at Iron Army before selling their share of the business to their business partner late last year. With the Steves as the face of the brand, unique marketing, online consumer participation and a built-in charitable component, City of Others wants to capture the lifestyle and concerns of the designers and their friends.
“It’s the idea of people helping other people,” Opperman said.
City of Others will make a donation to a charitable cause for every pair of jeans sold. “The hangtags will have a code, and you can go online to our Web site and choose who gets the donation from your pair of jeans. It will all be something that will have an immediate effect, so you can choose one of our partners who [give] food, shelter, water,” he said.
Denim Designer Talks Fashion, Health in New Book
Paige Premium Denim designer Paige Adams-Geller can add “author” to her reacute;sumeacute;. “Your Perfect Fit,” co-written with personal trainer and lifestyle consultant Ashley Borden, gives women insight into finding clothes that work for their body as well as tips on nutrition, working out and self-esteem.
The book, which was published in January by McGraw-Hill and retails for $16.95, is in response to what Adams-Geller and Borden see as unrealistic beauty images in popular culture.
“The media’s portrayal of what is considered ’perfection’ is our biggest challenge. We think we are not ’okay’ or not ’good enough’ if we don’t look like the women on TV and in magazines,” Adams-Geller said. “What most of us cannot comprehend is the fact that most of the women who appear to be our ideals don’t really look like that in person or are not very healthy or feel the same way about themselves as we do!” —Erin Barajas
