MELBOURNE: Gazal Corporation is striving to capture a younger, fashion focused market with the launch of a new collection of underwear, ck one.
Gazal Corporation is striving to capture a younger, fashion-focused market with the launch of a new collection of underwear, ck one.
ck one is based on the 1990’s unisex perfume of the same name, which was a commercial success for US-based Calvin Klein Inc. The range will add to the Calvin Klein underwear stable which is distributed nationally and in New Zealand by Gazal. It will comprise men’s and women’s basics and fashion injection pieces.
Calvin Klein underwear national sales and marketing manager Judith Anderson said the first collection has been sold to retailers and is due to hit stores in March 2011.
“ck one is going to have an attitude and a look which is very reminiscent of the ck one fragrance, where it’s all about lifestyle and young people,” she said.
The first drop will have eight men’s pieces including briefs and shorts, with steel grey, white and black the prime shades. Prices range from $39.95 for men’s briefs to $49.95 for trunks.
Around 21 women's styles will include bras, underpants and pyjamas. The bras will feature the new Calvin Klein underwear coverage level system, which rates each style from one to three according to cup coverage.
Cotton and microfibre are the primary fabrics for the range, with prices starting at $29 for underpants and from $49.95 for bras. Packaging will be white with lime green detailing.
Anderson said the brand has been picked up by the majority of Calvin Klein underwear’s existing Australian stockists, including Myer, David Jones and New Zealand department stores. It will also appear in the seven Gazal- run Calvin Klein underwear stores. A new location in Westfield Sydney is scheduled to open this week.
Internationally, the ck one label will also comprise denim and swimwear. ck one and Calvin Klein underwear is an international licence owned by New York-based Warnaco Group, for which Gazal has the Australasian distribution. Gazal intimate brands also include Lovable, Davenport and Crystelle.
Melinda Oliver