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Beating the Denim Blues Beating the Denim Blues

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Beating the Denim Blues Beating the Denim Blues Powered By Docstoc
					Beating the Denim Blues
          Q&A with denim
          consultant
          Andrew Olah

          NYDJ surges ahead

                 Plus:
           Why Pur is premium
Thoroughly Modern

                   Missy
       Not Your Daughter’s Jeans
          continues to thrive in a
            down denim market
                                                 B Y C AROL A. C ROTTA




H
           How do you make the best of times out of the worst of times?
           Lots of denim manufacturers would like to ask that question of Lisa
      Rudes-Sandel and her father, George Rudes, president and CEO, respec-
      tively, of Not Your Daughter’s Jeans, more familiarly known as NYDJ.
           “A guy from Gerber called me today and said, ‘George, you are the
      only guy in town who is busy,’” says Rudes. It’s a good thing, since Rudes,
      who once ran St. Germain jeans, came out of a pleasant Boca retirement in
      2003 at his children’s behest to help launch NYDJ. “This is more fun than
      Florida,” George Rudes says. “It’s better than hitting golf balls.”
           As its name indicates, Not Your Daughter’s Jeans, unlike most of the top
      contemporary denim names, does not target slim-hipped, flat-stomached,
      bone-thin tweens, teens and twenty-somethings. It targets instead their
      child-bearing, gravity-victim mothers, who, like their daughters, enjoy a
      fine-fitting pair of jeans when they can find them, which isn’t often.
           Using its patented Tummy Tuck technology of criss-cross front-panel
      design, NYDJ jeans strive to slim the lower abdomen, shape the hips and
      lift the often-problematic bottom, all in complete comfort, and all in denim.
      The internal supports are so effective, the company claims, that women          something right. Rudes is certain he knows why: “because we recognized the for-
      should go for a size smaller than their usual size.                             gotten woman, the woman over 40 who had been neglected by the entire fashion
           The strategy and the technology seem to be working. What tickles           industry all over the world.”
      Rudes currently is the latest sales analyses provided by the Port Washing-         That forgotten woman was Rudes-Sandel herself, who, with sister Leslie, NYDJ
      ton, N.Y.–based NPD Group, a retail tracking service. It shows that NYDJ        vice president, came up with the concept after constant frustration on the jeans front.
      ranks second, just behind Seven for All Mankind, among denim manufac-           Despite her workout ethic, “I’ve never had a flat tummy,” she admits. “And I didn’t
      turers in total dollar volume for April 2008—a 75 percent increase in sales     want to show my underwear every time I bent over.” Rudes himself puts it another
      over April 2007. For the 12-month period from April 2007 to April 2008,         way: “Our name came from the fact you had to wear jeans so low you needed a
      NYDJ posted a 25.8 percent increase in sales, achieving an impressive           bikini wax.”
      fourth place in total dollar volume behind Seven For All Mankind, Citizens         The hottest jeans in town demanded a perfect body, but there are many more
      of Humanity and Levi’s.                                                         imperfect bodies who still wanted a pair of jeans. There was also the humiliation fac-
           With the economic tide flowing the other way, clearly NYDJ is doing        tor—the very real issue of embarrassing yourself trying to fit into jeans designed for




Denim Special Section sponsored by Calik




                                                                                                                              JULY 2008 CALIFORNIA APPAREL NEWS / DENIM 3
    “We struck that nerve. We have close to 90,000 letters saying, ‘You are a blessing.
    I finally feel comfortable.’”— GEORGE RUDES, CEO, NOT YOUR DAUGHTER’S JEANS



    a very young woman’s body type. What Rudes-Sandel wanted was a pair of
    jeans specifically designed not for a girl, or a girl wanna-be, but a woman,
    without that pair of jeans looking like they could fit the local plumber. The
    NYDJ mantra would be fit, not necessarily fashion-of-the-minute. Tummy
    Tuck provided the answer.
        Nordstrom, the sophisticated misses capital of retail America, was a per-
    fect fit for NYDJ, and a big part of its success story. “Not Your Daughter’s
    Jeans has been a great partner for Nordstrom,” says Nancy Christensen,
    corporate merchandise manager of Studio 121, Narrative, petites, and coats
    and dresses for Nordstrom Inc. “They are filling a niche with an innovative
    product that nobody else currently offers. The company really understands
    their customer—what she wants—and is serving her with great-fitting
    denim.”
        NYDJ jeans retail from $88 to $138 depending on embellishments. While
    fit is the number-one concern, “We don’t shy away from offering trend or
    fashion for our customer,” Rudes-Sandel says. “She’s just a bit missier”—
    which means that fashion elements such as colors, treatments and textures
    are kept on the calmer side. The following is large, and loyal.
        NYDJ, with misses, petite and large-size collections of high-quality
    product encompassing some 350 styles, is Nordstrom’s number-one online
    seller. “We struck that nerve,” Rudes says. “We have close to 90,000 let-
    ters saying, “‘You are a blessing. I finally feel comfortable.’” A comfortable
    misses customer is one who will return again and again, and doesn’t have
    to have the money to fill her closet.
        NYDJ’s success is a harbinger of the depth of the mature jeans market.
    Marshal Cohen, chief industry analyst for The NPD Group, finds that “today
    we are seeing a whole new market finally being addressed. Moms are find-
    ing that some jeans brands are addressing their needs. Today, women of
    size, age and dimension are able to chase their dream of finding the perfect
    pair, and there is little sign of it slowing down.”                                       clean, very well-made trouser pant with quality and comfort and styling, nothing
         And NYDJ is poised to take advantage of its denim success and name recognition.      weird,” she says.
    “We have a great jeans product,” says Rudes-Sandel, “so we are venturing out and             While the denim is domestically produced, the slacks line comes from offshore, in
    tapping into some new fabrications and categories.”                                       fabrications including dry clean–preferred rayons and poly-rayons. The trousers will
        For Fall 2008, NYDJ is launching a line of Tummy Tuck slacks—“a trouser look,”        retail for just under $100. Sales, Rudes-Sandel reports, have been brisk. “We think
    Rudes-Sandel explains, “in solids and twill, tweedy weaving, pinstripes, very beautiful   it may be even bigger than denim,” she says. “The buyers say they can’t wait to get
    with a sweater or blouse,” all with the same Tummy Tuck technology that has been          them fast enough. Not many have tapped into this category. Nordstrom feels it is
    NYDJ’s calling card. These are meant to be practical foundation pieces, “just a nice,     going to be so big, and petites think this will be a blowout for them.”
                                                                                                 Back on the denim front, NYDJ will bring out maternity and post-partum lines
                                                                                              later in the year and is working on jackets and tops, “all having to do with making a
                                                                                              woman look and feel younger and slimmer,” Rudes-Sandel says. “Anything we can
                                                                                              put our hands on to do, we will do.”
                                                                                                              NYDJ also continues to make a name for itself in philanthropic circles.
                                                                                                          For the past several years, the company, through Nordstrom, has sponsored
                                                                                                          a month-long October event in which it donates to the Susan G. Komen
                                                                                                          for the Cure breast cancer research foundation $1 every time a woman just
                                                                                                          tries on a pair of Tummy Tuck jeans. At the end of October 2007, NYDJ cut
                                                                                                          a check for $27,000. Now, NYDJ has committed to do the same for a solid
                                                                                                          year, May 2008 through May 2009, with a cap of $500,000.
                                                                                                              “The truth is, I’m a woman and I have a sister and a mother and a niece,
                                                                                                          and the majority of our staff here is women,” says Rudes-Sandel. “It one of
                                                                                                          the leading causes of death among women, and something I fear having to
                                                                                                          deal with. We thought it was a good cause to stand behind.”
                                                                                                              The Komen foundation is grateful. “Partners such as Not Your Daugh-
                                                                                                          ter’s Jeans are an integral part of our mission of helping us reach women
                                                                                                          with life-saving breast health messages and raising funds that support
                                                                                                          breast cancer research and community health programs,” says Katrina
                                                                                                          McGhee, vice president of marketing at Komen. “Without the funds raised
                                                                                                          from partners like Not Your Daughter’s Jeans, Komen could not fund the
                                                                                                          amount of work it does.”
                                                                                                              NYDJ also donates product to various charities and needs, including
                                                                                                          most recently 10,000 pairs of jeans to Iowa flood victims through the
                                                                                                          nonprofit charity Crowded Closet, and 20,000 pairs to the Union Rescue
                                                                                                          mission.
                                                                                                                  With sales volume approaching $100 million annually, some 2 mil-
                                                                                                          lion jeans going to 20 countries, and the whole new frontier of trousers
                                                                                                          opening up this coming year, NYDJ can honestly report that the outlook is
                                                                                                          a ray of sunshine amid the darkening skies. “This,” says Rudes, “has been
                                                                                                          a fabulous ride.” D


4 CALIFORNIA APPAREL NEWS / DENIM JULY 2008
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      Pur
    the couturier
                                               of denim
        BY DENA SMOLEK




T
           Touted as a new approach to the world of             With the recent launch of her line, the FIDM
        denim, Pur Premium Denim is the brainchild          and Otis/Parsons alum is focused on translating
        of designer Hae Yong. An industry veteran           her knowledge of the female form into not-so-basic
        with more than 20 years in the denim mar-           jeans, skirts, trench coats and other denim fash-
        ket, Yong has worked with Lucky Brand,              ion pieces. Dubbed a couturier of denim by her
        James Perse, Bongo, Blue Cult, Pepe Jeans,          admirers, Yong’s vast experience, coupled with her
        Von Dutch Premium, Antik Denim, Genetic             tailoring and meticulous attention to detail, set her
                                                            apart from other denim denizens. She produces her
        Denim and People’s Liberation Men’s col-
                                                            privately owned label in the denim capital of Los
        lection, among others. With such impressive
                                                            Angeles.
        knowledge of the premium-denim market,                  Yong currently designs about 30 styles per
        one wonders why a designer might choose             season. Top sellers from the debut (Spring ’08) col-
        to launch a new label in such an oversatu-          lection are the “Bardot” and “Scarlette” jeans in a
        rated marketplace, where premium denim              slim boot cut, as well as the “Denim Fleece” jeans
        and retail in general are struggling.               and “Fergie Suspender Trouser.” Wholesale prices
           “Over-saturation and poor product are            range from $90 to $125 for pants and go up to $220
        partially responsible for the decline of the pre-   for fashion pieces. Retail prices are $200 to $275
        mium-denim market,” says the designer. “My          for pants and under $500 for fashion items. Top
        product speaks for itself—it has to be worn to      retailers include Jeany in Santa Monica, Calif.; Blues
        be truly appreciated. What nature didn’t give       Jean Bar in San Francisco; and H Lorenzo in Los
                                                            Angeles.
        you, Pur can.”
                                                                      CAN: What are the biggest challenges that
                                                                  you face as an emerging brand in the premi-
                                                                  um-denim market?
                                                                      HY: The state of our economy would be
                                                                  the greatest challenge. However, I have seen
                                                                  this “cycle” three times already. The nice thing
                                                                  about cycle is that what goes down also comes
                                                                  back, so I have faith. In this climate, the mar-
                                                                  ket will correct and weed out what isn’t good.     design for Pur, I have to say, comes more from my
                                                                  If you maintain the purity of your line, quality   needs and desire [than from] my past experience.
                                                                  and design, the consumers will support you.        The pieces I have made are what I wanted and
                                                                                                                     couldn’t find—fit and quality being some of the big-
                                                                     CAN: What made you decide to launch             gest issues for me. Although, my experience has
                                                                  your own line?                                     helped me design and execute some really intricate
                                                                     HY: It was time. The market was starting        pieces that few people dare do, for it is really dif-
                                                                  to look flat, and I couldn’t buy anything for      ficult and costly in time.
                                                                  over a year. I was always a loyal consumer of
                                                                  premium jeans, and it                                                        CAN: What are you work-
                                                                  got really frustrating                                                    ing on for Spring ’09?
                                                                  shopping and getting                                                         HY: I am expanding my
                                                                  nothing. I now own                                                        color denims, along with
                                                                  more shoes and bags                                                       more-aggressive washes. I
                                                                  than I know what                                                          am also launching my knit
                                                                  to do with—at least                                                       line, with cashmere and
                                                                  I have some killer                                                        super-lightweight cotton
                                                                  shoes for my jeans!                                                       jersey, but with really fitted
                                                                                                                                            bodices.
                                                                    CAN: How ha s
                                                                  your previous design                                                         CAN: Do you have any
                                                                  experience influ-                                                         plans to introduce organic
                                                                  enced the line?                                                           denim into the collection?
                                                                    HY: Influence in                                                           HY: Absolutely! I will
                                                                                                                                            probably start with the men’s
                                                                                                                                            line first.

                                                                                                                                              For more information, visit
                                                                                                                                            www.purpremium.com. D


6 CALIFORNIA APPAREL NEWS / DENIM JULY 2008
  BlueOnBlue
           Meeting the trials
           and tribulations
            of the denim
              industry




F   B Y C HRISTIAN M. C HENSVOLD




       Founded in 1959, Olah Inc. has seen its share of cycles in the denim market. But what’s different
    about the current one is how high the market spiked and how hard the star is falling.
       But consider it a call to rise to the challenge, says Andrew Olah, owner of the New York–based denim
    supplier and consultancy. Because, in order to weather this downturn, he says, you’ll need to be the best
    at what you do—whether that’s coming up with brilliant designs to sell at premium or producing your
    denim line more efficiently and with excellent quality control.
       California Apparel News spoke with Olah about the boom times, like when he brokered $80 million
    worth of denim and got two calls per week from new customers, as well as about today’s more “rational”
    times. Olah also shares his thoughts about the current state of the denim industry in its many facets.

       CAN: Tell us about Olah Inc.
       AO: The company was started by my dad, and next
    year will be our 50th anniversary. I joined in 1973.
    We were originally a Canadian company but are now
    based in New York with an office in Los Angeles.
       I fell in love with the jeans industry. One of my early
    customers was Levi’s, and I cherished the opportunity
    to have been a vendor to them.

        CAN: What do you do?
        AO: We were originally a fabric agency for tex-
                                                                     CAN: How many companies are there like yours?
                                                                     AO: The basic way people sell textiles hasn’t really
                                                                 changed. What has changed is that companies have
                                                                 their own offices. So somebody works out of his home
                                                                 and represents one company. From that perspective,
                                                                 every supplier is a competitor. But when you consider
                                                                 all the different things we do, I don’t think there’s any-
                                                                 body [else doing that]. That’s probably because nobody’s
                                                                 stupid enough to do it.
                                                                     It’s very expensive to run a group of 13 people,
                                                                                                                              the nature of the industry. And this particular spike was
                                                                                                                              a bit larger and more forceful than the others because it
                                                                                                                              also involved not just consumer demand but a shift in
                                                                                                                              how people wear jeans.
                                                                                                                                 The reason the spike went so high is more people
                                                                                                                              began wearing jeans to clubs, restaurants and work—a
                                                                                                                              completely different approach to jeans. It was a huge
                                                                                                                              social change. Those people now are like, “What’s next?”
                                                                                                                              And the industry hasn’t been able to give them the same
                                                                                                                              excitement as when premium jeans first came out.

                                                                                                                                CAN: When did the cycle peak?
                                                                                                                                AO: We knew there was an issue in 2006. Every-
                                                                                                                              body who has been in this industry for a long time
                                                                                                                              knew it couldn’t last.

                                                                                                                                  CAN: So where are we now in summer 2008?
                                                                                                                                  AO: I think we’re in a period of difficult times with
                                                                                                                              the size of market that has been anticipated. When
                                                                                                                              business booms, there are a lot of new entrants, and
                                                                                                                              if they don’t have sustainable strategies, they suffer the
                                                                                                                              most. Levi’s or VF Corp. [owners of Lee and Wrangler]
                                                                                                                              probably won’t suffer at all.

    tile mills around the world. We’ve evolved, and now          which is an enormous amount of overhead. That’s a lot           CAN: So you have fewer orders today?
    we’re a marketing company—a product-development              for a fabric-selling company. The reason we do it is that       AO: Everybody in the business, except maybe Tar-
    company—we sell fabrics, sponsor a trade show called         we hire people who are really competent, who have            get, has fewer orders than they did two years ago.
    Kingpins and do consulting. The main source of rev-          degrees in textiles or who can engineer a factory.
    enue is the agency, which has two sources of revenue:            Our managing director in L.A. has spent nine years           CAN: As a percentage, how much has it fallen off?
    fabric and finished garments.                                running laundries, so if a customer has a problem with           AO: It has dropped an amount that I would call
                                                                 a fabric related to washing, we can solve it instanta-       unfortunately expected. $80 million was a spike we
       CAN: Who are your customers?                              neously.                                                     probably didn’t deserve, so it has gone back to the
       AO: We operate in two zones: the premium and                                                                           rational level where it used to be.
    upper retail. So we do business with Banana Republic,           CAN: What’s the denim market like right now?                  I think 500 million pairs of jeans are consumed per
    Gap, Abercrombie & Fitch and American Eagle, but also           AO: It’s in another pattern of maturity. One of the       year, and I’m sure that number will go up each year by
    Adriano Goldschmied, Paige Premium Denim, Citizens           things that has happened to the denim industry histori-      2 to 5 percent. I don’t think anything has changed. The
    of Humanity, Gold Sign and Seven For All Mankind.            cally is that it has massive spikes up and down. It’s just   people that spiked most were the new entrants. Seven

8 CALIFORNIA APPAREL NEWS / DENIM JULY 2008
                                                                     Apparel News Group




                                                                      64
                                                                      Sixty-four years of news,
                                                                              fashion
                                                                                 and information



                                                                           Executive Editor
                                                                          ALISON A. NIEDER
                                                                            Fashion Editor
                                                                         N. JAYNE SEWARD
For All Mankind came from zero five years ago.                              Senior Editor
  Right now we’re in the real jeans business, with a stable              DEBORAH BELGUM
                                                                          Technology Editor
demand—the demand we had before the boom.                               ROBERT MCALLISTER
                                                                            Retail Editor
                                                                           ANDREW ASCH
   CAN: What’s the next fashion trend as far as denim                    Manufacturing Editor
                                                                           ERIN BARAJAS
goes?                                                                      Associate Editor
                                                                           RHEA CORTADO
   AO: People are talking about vintage washes right now,                  Editorial Manager
especially in Europe. Not ruined, not with holes, but vin-                   JOHN IRWIN
                                                                             Copy Editor
tage-looking. And in women’s, which is 70 percent of the                 KRISTINHA ANDING

market, the trend is toward new fibers, such as Pima cot-                     Web Editor
                                                                             CONNIE CHO
ton, or different kinds of stretch fiber.                                    Webmaster
                                                                            GREG WILKER
                                                                         Contributing Writers
                                                                           CINZIA BLACK
    CAN: How has the green trend impacted denim?                       CHRISTIAN CHENSVOLD
                                                                          CLAUDIA SCHOU
    AO: I worked for a Portuguese textile company that was                 JAMIE SHARPE
                                                                           DENA SMOLEK
the first to make organic shirts for Patagonia, so I’ve been            JOSELLE YOKOKAWA

involved with organic since 1995. I teach a textile develop-          Contributing Photographers
                                                                          VOLKER CORELL
ment course at the Fashion Institute of Technology, and                    JOHN ECKMIER
                                                                         KURT ISWARIENKO
we have this conversation every semester. I always answer                 RICHARD KNAPP

the question the same way: “If you would like to be envi-
                                                                            JUST LOOMIS
                                                                             JON MCKEE
                                                                           FELIX SALZMAN
                                                                                                       Plush Premium Denim/Evolushion III
ronmentally friendly, never buy a new thing again. There’s             JESSICA SILVERSTEIN
                                                                      Creative Marketing Director        Debuting Spring ’09 collections
already enough jeans, furniture and cars—just stop buy-                  LOUISE DAMBERG

ing.”
                                                                    Director of Sales and Marketing
                                                                          TERRY MARTINEZ                      @ Project, August ’08
    So let’s not talk about how we’re going to create new            National Advertising Manager


things that customers don’t need—which is what all con-
                                                                           BARBARA WOO
                                                                          Account Executives
                                                                                                            @ Coterie, September ’08
sumer products are—and say they’re environmentally
                                                                             LISA KOFF
                                                                          DANIELLA PLATT
                                                                           AMY VALENCIA
                                                                                                          www.plushpremiumdenim.com
friendly.                                                                 Sales Assistants
                                                                        DOMINIQUE CARRIER
                                                                         DANIELLE SMITH
   CAN: So do you feel “bad faith” about your business                   Marketing Assistant
                                                                        LAUREN CAMPEDELLI
because you’re providing new jeans?                                 Classified Account Executives
                                                                        ZENNY R. KATIGBAK
   AO: Not at all. Whatever consumer industry you’re in,                JEFFERY YOUNGER

we all make stuff that nobody needs. Do we feel bad that                Classified Accounting
                                                                        MARILOU DELA CRUZ
people enjoy what we do? No, I think it’s a great feeling. But            Service Directory
                                                                          Account Executive
practically speaking, as a citizen of the planet, I don’t have a           JUNE ESPINO
                                                                         Production Manager
problem saying nobody needs anything we make.                               KENDALL IN
                                                                        Digital Color Production
                                                                             LUC EKSTEIN
   CAN: Tell us about your consultancy work.                               Editorial Designer
                                                                            DOT WILTZER
   AO: We work for Bayer Agroscience in the develop-                      Production Artists
ment of their product called FiberMax, a fine-quality cotton              RANDY DUNBAR
                                                                        JOHN FREEMAN FISH
that’s grown in Texas, and we’re trying to make people                     RUSSELL LEE
                                                                            Web Production
aware of this brand.                                                        ZUKE OSHIRO
                                                                               Controller
   We also work with a company in Morocco called Atlantic                     JIM PATEL
that’s the largest manufacturing company in all of Morocco,                 Credit Manager
                                                                           RITA O’CONNOR
making 8 million jeans and 5 million yards of denim each                  Accounting Clerk
                                                                         ROSALINDA BRIEVA
year. They’re a great company, selling to Diesel and Miss                Mailroom Coordinator
Sixty, and we’re helping them with the U.S. market.                       EFREN AGUIRRE
                                                                            Receptionist
                                                                         CHELSEY HUFFMAN
                                                                     Advertising Administrator/
  CAN: What do you think of the jeans at Target?                           Office Manager
  AO: They’re fantastic. They’ve achieved reasonable                        DIANNE RINI

                                                                             Publisher/
quality at a fair price.                                                   General Manager
                                                                           MOLLY RHODES

                                                                        MnM Publishing Corp.:
   CAN: What’s on the horizon for the denim industry?                        Co-CEOs
                                                                          TERI FELLMAN
   AO: There are a lot of textile mills out there that were built        CARL WERNICKE
during the boom. The question for all of us over the next few          Publisher/Chairman/CEO
years is what this overcapacity of denim and apparel manu-              MARTIN WERNICKE
                                                                                                       A denim line crafted exclusively for women
                                                                              1922–2000
facturing is going to mean for the industry. It’s going to be
                                                                            PUBLISHED BY
                                                                                                       size 10 and abov e, SVOBOD A compliments
great for the consumer, because you have an oversupply.                MnM PUBLISHING CORP.
   I don’t want to say we’re in a bad time, because I think            APPAREL NEWS GROUP              curves and underscores personality with
                                                                             Publishers of:
we’re in a normal time, but I do think there’s an oversup-              California Apparel News        smart detailing, easy comfort, and
                                                                               Waterwear
ply. There’s more production than needed.                                          Jr.
                                                                                                       sophisticate – yet fun – styling.
                                                                         EXECUTIVE OFFICE
                                                                            LOS ANGELES:
  CAN: Who will survive?                                               California Market Center
                                                                      110 E. Ninth St., Suite A777
  AO: The people who are the best at what they do.                   Los Angeles, CA 90079-1777
This business is always about the fork between logistics                        623-5707
and fashion. There’s nothing in the middle. By logistics, I         Classified Advertising Fax (213)
                                                                                623-1515
mean making whatever someone wants in a huge quantity,                   www.apparelnews.net
                                                                      webmaster@apparelnews.net
quickly, with great quality, and delivering on time, and              PRINTED    IN THE   U.S.A.
doing that repeatedly.
  Those are the two roads, so pick a road. D


                                                                                                                                           JULY 2008 CALIFORNIA APPAREL NEWS / DENIM 9
                                                      Denim
                                                      Resource
                                                      Guide
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                                                      developing and delivering quality denim and          fiber provides
                                                      twill fabrics for more than 22 years. Totally        quality stretch
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                                                      operations in                                        high end specialty
                                                      Turkey, Turk-                                        offerings. The
                                                      menistan,                                            next generation of
                                                      and Egypt                                            branded LYCRA®
   , 7$ /< Q ) 5 $ 1 & ( Q $ 8 6 7 5 , $ Q 6 3$ , 1   produce
                                                      garments
                                                                                                           offerings for denim,
                                                                                                           including T-400®
                                                      for major                                            fiber and XFIT
  32578*$/ Q &+,1$ Q .25($ Q ,1',$                    fashion com-                                         LYCRA® fabrics,
                                                      panies, while                                        take performance
                                                      its design                                           and aesthetics
                                                      studio in                                            to a new level for specialty and premium
                                                      Treviso, Italy develops new finishes, fab-           denim. T400® Black fiber is spun black
                                                      rics, color trends, and fashion direction.           providing darker, lasting colors and lasting
                                                      Several concept groups in Calik’s Spring/            fit and allowing designers to create unique
                                                      Summer 2009 denim collection include: the            styles without risk of garment bag and
                                                      eco-friendly Earthly line featuring vintage          sag. For more information, contact Ellen
                                                      tones; the Sunrise collection which uses             Sevin at (212) 512-9456 or Ellen.Sevin@
                                                      rope dye technology to create natural, light         invista.com.
                                                      indigo casts; Indigo Valley’s new generation
                                                      of lightweights; Retina’s revolutionary resin
                                                      application to warp yarns; and Flexy’s stretch
                                                      fabrics.                                             Plush Premium Denim/Evolution III offers the
                                                                                                           highest quality denim from Japan and Italy
                                                                                                           combined with handcrafted, multi-pro-
                                                                                                           cessed wash treatments to create an ultra
                                                      DL1961, a new collection of premium                  sexy
                                                      denim launching Holiday ’08, is produced             collec-
                                                      exclusively in XFIT LYCRA® fabric for revo-          tion with
                                                      lutionary fit. It is the first brand to also offer   a rock
                                                      a men’s                                              ‘n’ roll
                                                      denim                                                edge.
                                                      collec-                                              Each
                                                      tion made                                            piece
                                                      with the                                             is hand
                                                      fabric and                                           draped
                                                      to incor-                                            and
                                                      porate                                               tailored. The creative force and genuine
                                                      organic                                              passion behind the collection is founder and
                                                      cotton                                               designer Cindy Lang, a veteran in the denim
                                                      in select                                            industry. Target retailers include both
                                                      styles. The style-conscious collection is            domestic and international high-end spe-
                                                      designed to enhance body confidence and              cialty stores and select department stores.
                                                      comfort with the slimming and contour-               Retail price points range from $158–$270.
                                                      ing effects of four-way stretch denim that           Celebrity fans include Jordan Sparks, Avril
                                                      moves 360 degrees, creates 90 percent less           Lavigne, Kelly Ripa, Pussy Cat Dolls, Mario
                                                      pressure at stress points, and maintains its         Lopez, and Spike Lee, to name but a few.
                                                      integrity and shape. Each style is a modern          Visit www.plushpremiumdenim.com.
                                                      update from a classic silhouette in a full
                                                      range of soft, lightweight washes. Contact
                                                      (646) 514-9736 or Sales@DL1961.com.
                                                                                                           SVOBODA, Inc. is a fashion-forward apparel
                                                                                                           design company committed to delivering
                                                                                                           flattering, trend-setting clothing options
                                                                                                           to curvaceous women in sizes 10–28. Its
                                                      ISKO is an innovative fabric brand with a            boutique-quality collections of versatile,
                                                      capacity of 200 million meters of fabric             everyday styles are created exclusively for
                                                      per year. A major denim supplier to large            young,
                                                      fashion brands, ISKO possesses financially           fashion-
                                                      strong infrastructure, the latest technologi-        able
                                                      cal know-how, and the experience necessary           women
                                                      to                                                   with fuller
                                                      exceed                                               figures.
                                                      cus-                                                 From
                                                      tomer                                                premium
                                                      expec-                                               denim
                                                      tations.                                             to career
                                                      The                                                  wear to
                                                      2009                                                 evening wear, SVOBODA is available at
                                                      Spring/Summer collection offers a wide               select boutiques and department stores
                                                      range of indigo colors from dark shades to           worldwide, including Neiman Marcus,
                                                      mid tones to pales. The character and flaws          Nordstrom, Selfridges, and Saks. The pre-
                                                      of 1980’s vintage constructions inspire              mium denim line has expanded well beyond
                                                      the core line, while fashion forward fabrics         Classic to include forward styles, textures,
                                                      utilize luxurious fibers and weaves such as          washes, finishes, and colors. Call (310)
                                                      sateen in the luxury line. The stretch line is       621-7382 or visit www.svobodastyle.com.
                                                      differentiated by new colors, constructions,
                                                      and finishes including 4-motion stretch fab-
                                                      ric. Visit www.isko.com.tr.

                                                                                                            This listing is provided as a free service
                                                                                                            to our advertisers. We regret that we
                                                      INVISTA has been fundamental in driving               cannot be responsible for any errors or
                                                      preference for stretch denim with ongoing             omissions within the Denim Resource
                                                      development of products and technologies              Guide.
                                                      that improve the comfort and fit of denim

10 CALIFORNIA APPAREL NEWS / DENIM   JULY 2008

				
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