By  on March 31, 2011

After an earlier stalled attempt, Current/Elliott is relaunching a men’s line that will be in stores this fall. Encompassing jeans and related categories, the men’s product will be in about 125 retail doors, including Bloomingdale’s, Nordstrom and Ron Herman, as well as international stores like Harrods and 10 Corso Como.

Current/Elliott first offered men’s jeans for spring 2009 but ended the business after just one season. “We were too expensive. We were selling the jeans for over $300 at retail,” said Serge Azria, owner and chief executive officer of Dutch LLC, the L.A.-based firm that owns the Current/Elliott, Joie and Equipment brands. “We also realized it was important to do a complete collection and not just jeans. For a new brand, men’s retailers want something more special to create a long-term relationship.”

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