LOS ANGELES — Vintage retailer Cameron Silver wants to add a dose of sophistication and glamour to jeans without the lofty price tags in his new label, Decades Denim.
Naming his denim debut after his vintage boutique, Decades, which is a haven here on Melrose Avenue for Jean Dessès, Ossie Clark, Cardinalli and other brands, Silver is aiming to streamline jeans for a modern women’s wardrobe. And he’s looking to do it for under $119 at retail.
“I was enthusiastic to give denim a clean aesthetic that would be a foundation for a woman’s personal style,” said Silver. “People are looking for chic day-to-evening clothing. It’s a category that is underdeveloped. We can start developing it through denim and hopefully build a lifestyle brand.”
Decades Denim will begin offering 16 women’s styles for holiday. Priced at $99, $109 and $119, the styles are named after strong, iconic women who have excelled in their respective fields. A stretch velvet style is inspired by Teutonic model Nadja Auermann, while a legging with curved seams on the back pays tribute to modern dance pioneer Martha Graham. Seventies icon Ali MacGraw is the source for cropped cargo jeans, and Marilyn Monroe is the model for cropped cigarette jeans.
Silver picked a two-tone zipper that is shaded in white and yellow gold. Fabrics are sourced mostly from Japan and Thailand. In addition to denim woven with Invista’s T-400 stretch fiber, the line uses a CoolMax fabric that can wick moisture away from the skin. The resin rinses incorporate silicone for a clean look.
“My experience around vintage has made me cultivate a very modern aesthetic,” Silver said. “When you see the collection, there’s nothing retro about it.”
Jack Mccue, the owner of Genetic Denim and an investor in Decades Denim, is helping Silver navigate the complicated denim process. The third partner in the venture is Angelique Soave, who serves as executive vice president and chief merchandising officer.
“It’s very, very difficult to find something simple without a lot of branding or embellishments,” said Soave, who is also the namesake and inspiration for a pocketless skinny style. “We’re just sticking with things that are timeless and classic.”
Silver acknowledges his move into the gritty denim industry seems out of character. Known for donning tuxedos and capes by Azzaro and jewelry by Boucheron, he’s stocked Decades with enchanting gowns. He didn’t wear denim at all for 10 years. However, his interest in denim was rekindled two years ago and he has worn jeans nearly every day since.
Silver’s own denim predilections will mold the look for a men’s line that will launch next spring. Priced similarly to the women’s collection, the men’s jeans will be clean with no distressed or tattered treatments. He plans to offer jackets and shirts, which also will be added along with dresses to the women’s spring lineup.
Silver and his partners projected sales will reach $10 million next year, and they are aiming to land in better boutiques and luxury stores such as Barneys New York, Forty Five Ten in Dallas, Colette in Paris and Dover Street Market in London.
“It’s got to be good enough for the people I know who wear Chanel Couture,” Silver said.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye