With new, well-seasoned merchants at the helm, the Born footwear brand is ready to launch a men's sportswear collection for spring 2008.
Scott Branscum, chief executive officer and president of SB Premier Brands LLC, and Tim Rogers, vice president of sales, told WWD that the brand would expand its accessories business and at some point enter the women's wear market.
Born for men is being licensed from H.H. Brown.
With the men's wear launch, Branscum is aiming the brand at a 30- to 50-year-old demographic; a man who shops for himself, is brand aware, understands and appreciates great products, and knows what he wants.
"He is an aspirationally young-minded guy," Branscum said, "who wants style that has a point of view."
"He shops at a level where he wants to put it on, and it has to fit right, and then looks in the mirror before deciding that it is right for him," Rogers said.
The men's sportswear collection includes blazers, functional outerwear, shorts, cargo pants, woven shirts and knit shirts, among other items, and features technical fabrics such as exclusively developed charambo, a fabric that is breathable, regulates body temperature and is odor-resistant, as well organic fabrics.
Paul Mainwaring, who worked at Saks Fifth Avenue's private label business as well as at Hartmarx and Urban Outfitters, is designing the line, which is being targeted for distribution to specialty men's wear retailers.
"We have a sales force in place that specializes in men's haberdashery," Branscum said. "This is better men's sportswear for specialty and select department stores where there is a merchandising desire to embrace the Born lifestyle the way we are taking it to market."
Branscum and Rogers for the last 25 years have worked together at several fashion firms and retailers, including Cutter and Buck. Branscum has retail and vendor experience, and prior to his work with Perry Ellis, ran Eddie Bauer's men's wear business for several seasons.
Branscum said he had been eyeing "a hole in the market" for some time, and the Born licensing deal was the perfect brand to fill it. Last year, a men's line was set to be launched under Vista Global Brands. The line was placed in very few retail doors. One industry executive said there was not enough merchandising and market experience behind the launch.Branscum said he worked closely with H.H. Brown to see footwear products in the pipeline so bits of the design elements could be translated into the apparel line.
Branscum said he had discussed rolling out a women's wear line with H.H. Brown, and saw this "as a tremendous opportunity" due to the Born brand's cache in the market.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews