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Appaman is looking for a perfect fit with its upcoming denim collection.
This story first appeared in the April 7, 2008 issue of WWD. Subscribe Today.
The New York-based hipster brand — a favorite among celebrities — is set to launch a 13-piece denim line this summer. The collection officially previewed at the ENK Children’s Club show in March, and will be in stores by July.
“Denim has always been in the plans for us,” said Lynn Husum, co-founder of Appaman, who spearheaded the denim collection. “And we really wanted a classic line — something that would last a long time and complement our T-shirts. We wanted to do it right, though — not with just one or two pieces, but with an entire collection.”
The denim items range in wholesale prices from $23 to $38 and from size 6 months to size 8. Pieces include jumpers, skirts and miniskirts for girls and jackets and pants for both girls and boys. “We’re looking forward to building it slowly each season,” noted Husum. “For example, we’ll want to bring a coverall for girls, or a denim shirt for boys. We’ll definitely add to it.”
The brand itself was founded by Husum and her husband, Harald, a Norwegian designer, in 2003 — Harald is the main designer behind the brand. The name Appaman comes from his childhood “friend” — a stuffed animal with the same name, which means “monkey man” in Norwegian.
In designing the collection, Husum’s husband wanted to put his own European spin on American iconic imagery. “I wanted to create a line that mirrored my own casual sense of style,” he stated. “Appaman’s graphics are bold and clean, so they appeal to children and parents alike.” Popular items in the current collection, which features girls’ and boys’ pieces for ages 6 months to size 8, include the line of graphic T-shirts and motorcycle jackets. Items in the current spring collection that are featured: tracksuits, cargo pants, polo T-shirts, cotton onesies, hoodies, pajamas and halter dresses, among other pieces.
Since 2003, the company has grown at a steady pace, and sales for 2007 were approximately $1.5 million — estimated 2008 sales should reach $3 million. The brand is found in about 500 U.S. doors, as well as in Europe, Canada, Japan, Mexico and Dubai. In the U.S., it’s carried by stores such as Fred Segal and Kitson in Los Angeles, Calypso in New York and Genius Jones in Miami Beach. Celebrities known to have bought the label for their children include Brad Pitt and Angelina Jolie, David and Victoria Beckham, Chris Martin and Gwyneth Paltrow and David Arquette and Courteney Cox.