Kellwood Co. is looking to infuse a jolt of growth into its junior businesses.
The St. Louis-based apparel conglomerate is taking a close look at ways to expand its group of “modern” brands — XOXO, Jolt, Rewind and My Michelle. (Baby Phat, the company’s other junior brand, is under the Phat Fashions umbrella, which is treated as a separate entity.) The first step is to focus on Jolt, a four-year-old junior denim and bottoms label that Kellwood is looking to make into a full junior sportswear brand. For back-to-school, the collection has expanded to include more trendy denim styles such as destructed boyfriend jeans, seven-ounce skinny colorful denim, belted styles and the denim leggings or “Pick Me Up” jeans, as the company calls them.
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