Chip and Pepper Launch New Men’s Line
Chip and Pepper, the Los Angeles–based maker of premium denim, has launched Mill Iron, a price-conscious collection of denim for men. The collection, which debuted in July at Buckle locations nationwide and at Fred Segal Fun in Santa Monica, Calif., kicks off with two silhouettes, a relaxed-leg button-fly jean and a five-pocket straight-leg with a zipper fly. The jeans, which are available in a handful of washes, will retail for $98.
Inspiration for the line comes from rugged blue-collar workers, miners and cowboys, said Chip Foster, who owns the line with his brother, Pepper Foster. “The DNA of the collection—from the washes to the fits—comes from the California lifestyle. Our fits and washes are classic, vintage-inspired,” he said.
Timing for the new lower-priced line is right, Foster said. The brand has experimented with more-competitively priced women’s jeans, he said, but had never tested men’s jeans at a lower price point. “Guys are more cautious and less likely to take risks than women. But they are also more loyal,” he said. Given the price and quality of Mill Iron, Foster said he is confident men will take a chance on Chip and Pepper’s latest endeavor. “It’s an excellent time to launch. Not too many guys are buying $300 jeans right now.”
Getting to a lower price point wasn’t easy, Foster said. “We really had to shop to find the right fabric and develop the washes. Our concern was creating a great jean, not just a cheaper version.” If all goes according to plan, women could see Mill Iron jeans in late October. —Erin Barjas
