MMMC dresses for success with US jeans

The company that spurred Australian uptake of high-end American jeans brand Hudson is poised for growth on the back of a suite of new properties.

Richmond-based MMMC Fashion Distributors - founded in 2003 as Hudson's Australasian distributor - will launch LA denim brand Dylan George in August as part of an ongoing expansion strategy.

Named for the designer and consultant who built his reputation at London's Saville Row and Milan's luxury fashion houses, Dylan George will launch in Australia with 20 jeans styles - 12 for women and eight for men. Targeting the high-end boutique sector, the label would retail for $400 a pair, with brands in the league of True Religion as competitors, confirmed MMMC managing director Warren Casey. Dylan George was among a number of new acquisitions aligned with MMMC's profile, he said.

"We've built a reputation as a boutique player and are known for strongly supporting both our brands and our retailers. We're seen not just as a distributor but as a brand manager."

MMMC had capitalised on strong sales from a partner business exporting the Coogee knitwear brand to the US, to offset sliding margins caused by the downturn and fund its expansion. New properties including LA label Romeo & Juliet Couture and men's shirting brand Arnold Zimberg were currently selling their first Australian season. MMMC had also MMMC sales manager Tracey Silberman said Siwy's signature 'Hannah' style, "a super skinny jean cropped so it hits the ankle bone", was one of many to be made available to Australian consumers this year.

"It's a big range, including black or grey denim, dark washes, ripped finishes and washed out marble looks; basically whatever's hot."

With the full range arriving by August and selected items expected as early as June, Siwy would re-launch at a media event in Melbourne over the coming weeks. Also retailing at $400 a pair, Siwy would target high-end boutiques rather than recession-shy shoppers, Silberman said.

"We're targeting girls that follow international fashion and want to emulate the celebrities like Kate Moss and Sienna Miller who made Siwy famous. That shopper is out there and still has money to spend."