LOS ANGELES — In a time of heightened fiscal austerity, Civil Smith hopes to woo customers with hip basics that are as easy on the body as they are on the wallet in its fall debut.
Using only selvage denim, Civil Smith capped the wholesale prices for jeans at $82 for men’s and $65 for women’s. The men’s jeans are cut in a relaxed fit with enough distressing to yield a soft hand and a smattering of holes for character. Women’s jeans come in a weathered boyfriend version sitting low on the hips, as well as another loose style that cinches with a buckle in the back. For women who prefer a sculpted leg, there are also ponte di roma leggings that resemble five-pocket jeans on top with a ribbed hem at the bottom.
Plaid shirtdresses, tea-stained canvas chinos, Western flannel shirts mended with red stitching, cotton-linen jersey tank tops, French terry hoodies and moleskin jackets round out the 80 styles combined for men and women. Wholesale prices for nondenim pieces range from $21 for T-shirts to $82 for canvas pants.
“Right now, the market is not about being flashy,” said Lia Fisher, who oversees Civil Smith’s branding and development. “Every single buyer I talked to was concerned about price point.”
Civil Smith is taking a careful approach to the denim market — based on the experience of its four principals. Fisher previously handled sales, marketing and accounts development at Hudson Jeans and Diesel. Jason Ferro, a Guess Inc. and Levi’s veteran who heads his own premium denim label called Bread Denim, designs the men’s and women’s clothing. Scott Luirette is a trained lawyer who previously worked at Blue Holdings and now serves as Civil Smith’s chief executive officer. Daniel Barton, a former marketing executive at Diesel and Rock & Republic, spearheads the start-up’s advertising push through his Los Angeles-based marketing firm called No Such Agency.
Fisher developed the original concept for the line in September. Barton then drew the marketing plans for a fictitious female character who serves as the label’s namesake. Eventually, Ferro jumped on board to design and Luirette made the investment enabling the company to launch.
Aware of the challenging retail environment, Civil Smith plans to sponsor as many promotions as it can with retailers. In addition to providing a gift-with-purchase, it plans to hold seminars for training sales clerks and to list retailers’ names and addresses in ads.
“It’s to show them we want partners,” Barton said. “We’re not in to make a quick buck and get out.”
Retailers that have ordered the line include Japan’s Beams, online retailer eModa.com and Sy Devore in Studio City, Calif. Civil Smith aims to branch into the children’s market within two years.
Executives would not divulge a first-year sales projection, but industry sources estimated the line could generate between $500,000 and $1 million in wholesale volume in its first year.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)