NEW YORK — Theodora & Callum is expanding its business with the introduction of T+C Theodora & Callum, a line of fashion accessories produced under a licensing deal with Collection 18.
This story first appeared in the April 22, 2014 issue of WWD. Subscribe Today.
The T+C Theodora & Callum collection will launch for resort 2014 with hats, cover-ups and the brand’s signature scarves. Retail price points will range from $38 to $68 for scarves, $38 to $58 for hats and up to $148 for jewelry. With lower price points (scarves from the main collection start at $175), cofounders Stefani Greenfield and Desiree Gruber saw an opportunity to reach a wider customer base while maintaining brand identity. “It’s not about diffusion, it’s not about a secondary line — it’s how do we take the energy [of Theodora & Callum] to T+C Theodora & Callum and offer it to a broader audience,” said Greenfield. “Scarves are the ultimate outfit completer. Process is process. Creativity is creativity. It’s not determined by price point.”
Greenfield and Gruber have been working with Collection 18, which also produces scarves for Anne Klein, BCBG Max Azria, Nine West and Vince Camuto, for five months in preparation for a May market debut. “Before we started, I said, ‘I need to understand your capabilities and your workmanship,’ said Greenfield. “I could not believe the value and quality that they were able to produce while still conveying a message that was on brand. They are masterful in design and putting groups together. They know their consumers very well.”
When it came to designing the collection, Greenfield and Gruber looked to the Theodora & Callum archives. “A lot of it is inspiration within our scarves that have become symbolic for the brand,” said Greenfield. “We went back through all of our designs and found elements, [such as] evil eyes, shells, leaves.”
T+C Theodora & Callum also marks the first full-fledged jewelry offering for the brand. Previously, the main line has done select, one-of-a-kind pieces for in-store promotion and ad campaigns. “I’m a jewelry freak,” said Greenfield. “To me, jewelry is such a statement of who you want to be, as soon as you get dressed.” Jewelry will be the priciest offering of the collection.
While the new collection aims to hit a larger customer base, Greenfield believes that T+C Theodora & Callum will still appeal to their current clientele. “We live in a world now where you could wear Zara and Chloé, J. Crew and Azzedine Alaïa,” she said. “There are no rules. So anyone that loves color and globally inspired prints, and goes nowhere without a scarf on their body or in their handbag, they can wear T+C or Theodora and Callum.”