The Los Angeles retailer and the Dutch denim brand have hooked up for a limited edition capsule collection called G-Star x Kitson that will be in three of Kitson’s U.S. locations starting this week and Kitson Japan starting next week for an anticipated two-month run. The collection’s launch will be feted with a party on Thursday hosted by Rosario Dawson at the Kitson Studio location on Robertson Boulevard.
The collection has six women’s pieces with exclusive artwork: G-Star’s popular Arc Super Skinny denim style, a denim vest, denim shorts, sweatpants, a knit T-shirt and canvas tote bag. Prices range from $50 for the T-shirt to $190 for the denim vest. G-Star will produce roughly 100 to 200 items of each piece.
Camiel Slaats, global commercial director for G-Star, said the collaboration leverages the success the brand has had at Kitson over the last few years. G-Star’s sales leaped at Kitson earlier this year when Charlize Theron was photographed wearing the brand’s Lynn Skinny jeans.
“That sold out very quickly within their stores, and they had to reorder a lot of the product,” he said. “There are a lot of consumers shopping there that are looking for these kind of products. That is why it is the perfect match for Kitson and us to partner.”
At Kitson, owner Fraser Ross said G-Star is a core denim brand. “Their customer base is pretty diverse. I think they have a fashion customer that’s a true denim lover. It is a good brand to build your business with,” he said. “For being a European brand, they are affordable. I don’t think G-Star follows the trends. They set their own trends.”
Slaats added that the collection with Kitson is consistent with G-Star’s geographic focus on the U.S. and its efforts to boost the brand’s female following. Women shoppers are responsible for nearly 35 percent of G-Star’s sales in the U.S., but Slaats would like to see that number get closer to 50 percent. Both on the women’s and men’s sides of the business, Slaats said G-Star’s U.S. growth is in double digits, and the country is in the top 10 in terms of sales from among 71 countries where the brand is available.
G-Star has 13 branded retail stores in the U.S. that it opened with franchisees and plans to bring that number to 50 by 2015 as part of a global push to reach 750 stores. G-Star also has 300 wholesale accounts in the U.S. and has been encouraging multibrand stores to commit on a larger scale to the brand by signing up for a ready-made G-Star format that’s 1,500 to 2,500 square feet called Q-Store, which made its U.S. premiere this year at the Brigade store at the Beachwood Place Mall in the Cleveland area.
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