NEW YORK — Brooklyn Jean & Overall Co. is back in a big way.
The company, started in 1904, is in business in the U.S. after a five-year hiatus. When sales slumped, the brand focused its efforts on international business. It has resurfaced here under owner Leonard Boshnack, grandson of Brooklyn Jean's founder Isidore Boshnack.
Leonard Boshnack has teamed with Jonathan Logan sales alum Mel Nathanson, who is now president of Brooklyn Jean.
The collection will launch for spring selling. It comprises a large assortment of denim jeans, but is a full sportswear line. There are casual pieces such as cotton hoodies and natural plant-dyed T-shirts in colors such as yellow, green, coffee and orange. There's also cotton voile button-down blouses, embroidered denim jackets, cropped cargo pants and logo tank tops.
"The company first started with true workwear, denim jeans and overalls, practical pieces," Boshnack said. "Eventually, it expanded and evolved into a sportswear company before it stopped doing business in the U.S."
The denim collection is made up of boot-cut, straight-leg, capri and skinny jeans styles. Each fit is named after a section of Brooklyn, such as the Cobble Hill, Park Slope and Coney Island. Nathanson said they are banking on one particular fit he called "the body shaper." The style has a more traditional straight fit, but is made with 3 percent spandex and elasticized stitching for extra give.
"There is control and comfort in these jeans, which is sure to make it a big seller," Nathanson said.
The brand is popular in Japan, where the business is driven by men's wear. Boshnack said the label generates $30 million to $40 million in volume from Japan alone. He expects the label to reach $3 million to $5 million in sales its first year back in the U.S.
"This is a true authentic denim brand with a rich history," Nathanson said. "We believe in the product."
The bulk of the collection wholesales from $40 to $90. Nathanson said he is targeting high-end specialty stores and better department stores for the relaunch.
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