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.”
In this new iteration, men’s jeans will retail for $198, corduroy for $168, chinos for $168 to $182, shirts for $178 and chunky cardigan sweaters for $350.
Jeans will be available in two fits, a straight and skinny, each in a variety of washes and levels of destruction, with all production in L.A. “Our signature has always been our washing and beautiful fabrics. Everything is very authentic,” said Azria, who is the older brother of Max Azria, chairman and ceo of BCBG Max Azria Group.
There are 70 to 80 styles in the fall men’s collection, including Seventies scarf-print shirts, chambray shirts and corduroy jeans in a range of colors, including forest green, brown, khaki and navy. Azria expects denim to account for 40 percent of sales and other categories for 60 percent.
Azria launched Current/Elliott as a women’s line in 2008 and it quickly gained a following on the strength of its faded washes and of-the-moment “boyfriend” fit. The brand was named after stylists Emily Current and Meritt Elliott, who are consultants for the brand.
The Current/Elliott women’s line is now sold in 1,100 stores in 37 countries. Azria believes that the men’s business will account for 10 percent of sales in its first few years but that figure could grow to 30 to 40 percent down the road. “We have to get the fit right, that’s the most important thing. Once men trust your fit, they become very loyal shoppers,” he noted.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)