Jeans West set to unveil new direction in denimwear
The Melbourne-headquartered brand has announced plans to release two new denim brands into its collection, as part of a three-pronged plan to provide more design-driven ranges.
The move is a significant one for Jeanswest, which until recently only stocked its own label. Stage one of the project occurred in April when the brand collaborated with Ksubi (formerly Tsubi) designers Dan Single and George Gorrow to formulate a new line called Alba Fan Club.
Jeanswest marketing director Beverley Johnson said the introduction of the alternative ranges was prompted largely by consumer demand.
"The denim market continues to grow stronger and stronger and we wanted to offer the fashion savvy shopper a new, cool range of denim."
Johnson said the new female brand, dubbed Spoylt, boasted at least seven styles across bootleg, super skinny, zipper and boyfriend cuts.
Available in a selection of washes - including black, rinsewash, charcoal and dirty indigo, the range will be available in sizes six to 16 with half sizing also available.
The men's range, branded Denial, will launch with six styles with signature looks including back pocket logo clasps, embossed waistband patches and distinctive metal ID tags.
Sizes begin at 28 and run through to 40 in selected styles.
Johnson said both ranges will retail for around $90 and will be available through all stores across Australia and New Zealand from later this month.
While she declined to going into too much detail, Johnson said 2007 was shaping up to be an extremely busy period for the label.
"Two new denim brands launching in March, a new store design not far behind and the continued passion the Jeansweat crew have in bringing innovative denim to the masses...you'll definitely be hearing more from us throughout the year."