By  on September 14, 2011

Kellwood Co. wants to rock at retail.

The parent company of Vince, Baby Phat and Adam will launch a new mall-based specialty retail concept at the end of the year called Lamb & Flag. The chain will target a core demographic of 18- to 24-year-olds with a rock ’n’ roll-tinged aesthetic. The stores will carry both men’s and women’s Lamb & Flag collections in addition to a range of complementary third-party brands.

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