!IT REVAMPS
!IT Revamps With New Look, Market
!iT Jeans has grown up. Founded in 2003, the label cultivated a young contemporary following through its placement in retailers such as Nordstorm, where it sold in the company’s BP better juniors department.
After scaling back its distribution to boutique retailers, the company is relaunching the brand as !iT Collective. For the relaunch, the brand has grown up with its original customer. !iT founder and Chief Executive Kimmy Song refers to the brand’s target customer as the “current woman.” The customer is age 35 to 45 and is looking for “figure-flattering” denim that is also on-trend.
A key look in the new collection is “Corset” denim, which is available in a range of washes and three styles: the Taylor” an “easy, skinny, ankle” fit; the “Lauren,” a slightly longer version of the “easy, skinny” fit; and the “Marty, a “slim, boot” fit. The Corset denim styles offer an “ultra supportive construction” that flattens the tummy, slims the waist and lifts the rear. The hyper-stretch denim offers support and good recovery to maintain the jean’s shape.
“Corset Denim is aligned with the needs of the current woman,” said Jean Ro, !iT Collective’s president and head designer. “She seeks today’s fashion but is also adapting to her changing body, so she is looking for that little extra help in certain areas.”
Wholesale prices range from $40 to $50, and the line is currently carried online at www.nordstrom.com.
For more information, visit www.itbrand.com.
