The 70s are making a comeback! First Dittos resurfaced, now Cherokee Inc teamed with Graj + Gustavsen, a branding firm to A. Smile, a popular juniors denim line that had its peak in the 70s. Graj + Gustavsen will work with Cherokee Inc to make the brand relevant to today’s markets.
The brand was founded in 1969 by Robert Margolis, Jay Kester and Stanley Buchthal. Margolis and Kester have rejoined the brand as Chairman and president of the company but Buchthal will not be associated with the relaunch.
The draw of A Smile is it’s status as a counterculture brand, once featuring an ad of a donkey that read “Put a smile on your ass.” The brand felt that so many “counterculture” denim brands were mainstream and it was an ideal climate and market to launch a smaller, lesser known brand.
A Smile is slated to launch in Spring of 2010, in department stores and other retailers. The collection will go back to its roots, focusing on an innovative style, sexy fit and low price point, of around $40. Accessories will also be part of the collection, as the owners hope that A Smile will be both accessible and cutting edge.
Article from wwd.com, Image from Atozbluejeans.com
J Crew’s sister line, Madewell launched a new line of skinny jeans, called ’37s.
The line features a skinny jean, available in five different washes, black, plume, acid wash, dark ash, and bleached black/grey. The fit is a clean, very skinny fit jean. Which will be priced at the low price of $59.50, which is comparable to the rest of the $78 price point of the brand’s other jeans.
The brand chose to shift the focus to a skinny jean because they felt there was a strong market, as the Skinny Jean is a popular style. They also felt that given the competition of the denim market today, with a price point at over $100, there was a strong market for a lower priced jean. Madewell also features a boyfriend style, also under $100.
However, given the low price point, Madewell director, Drexler, emphasizes that the jean will not sacrifice style and fit, rather the 1937 skinny jean focuses on silhouette and cut with minimal details. The name 1937, comes from Madewell’s history, a former work wear brand, which started in 1937.
The brand is quickly becoming popular, mainly through word of mouth but great fit and quality at under $60, it’s surely to become a hit!
Image and article from wwd.com
Katie Holmes wears a pair of J Brand 12″ Skinny jeans in Zombie, while she is on the set of her new movie in Australia. Katie recently launched a dance scholarship, called Dizzy Feet Dance Scholarship, with the help of So You Think You Can Dance choreographers. She’ll appear on So You Think You Can Dance on July 23, to perform and introduce the fund. I had no idea Katie was such a dancer!
Images from justjared.com
The 90210 girls donned leggings for the red carpet, but AnnaLynne McCord opted for a pair of Denim Leggings. She paired hers with a casual tee, vest and some funky red and white heels.The cast joined other celebs to walk the red carpet at the OP Launch party.
Images from Gossipgirls.com