LOS ANGELES — Rock & Republic is giving fashion basics a twist in a new line for fall called Plain Wrap.
It is the latest move by the premium denim label to evolve with the challenging economy. With the lower prices and tongue-in-cheek branding, Rock & Republic hopes to appeal to a younger crowd as well as its existing customers.
The brand plans to offer T-shirts, jeans, hoodies and Windbreakers for men and women. Leggings and a tank top will be available for women only. Ultimately, the company is striving to provide a head-to-toe look with his-and-hers sneakers and stilettos.
In keeping with Plain Wrap’s name, each item in the collection is emblazoned with its name in capital letters. For instance, a screen print of “LEGGINGS” spans from the calf to the midthigh on the footless tights, and the women’s skinny jeans are identified as “JEANS” on the waistband.
“This is a new initiative with a new perspective for the consumer that wants fashionable basics with staying power,” said Michael Ball, founder and creative director of the Culver City, Calif.-based company. “This is just the start of something bigger, a collection that will evolve and grow with the addition of new product categories in future seasons.”
Plain Wrap is a spin-off of Rock & Republic’s Recession Collection, a limited edition group introduced this spring with more classic, less-embellished jeans retailing for 22 percent less than the flagship line. Plain Wrap retails for between $35 and $198. Devoid of fancy stitching, the new line sticks with a basic palette of black, white and blue.
Retailers that will sell Plain Wrap include Saks Fifth Avenue and Bloomingdale’s. Rock & Republic also plans to sell the label on its Web site and in its freestanding stores in Las Vegas and Los Angeles. The latter, a 3,800-square-foot space that opened May 18 on Robertson Boulevard, will merchandise Plain Wrap among the flagship brand’s $385 paint-coated white skinny jeans, $410 red patent leather sandals with cork platforms and $26 lip glosses christened with names like Trust Fund.
While past branding efforts with the Indianapolis 500 and a star-studded fashion show at New York’s Cipriani have been anything but basic, Ball said Plain Wrap won’t weaken the brand’s image burnished by a rock ’n’ roll lifestyle oozing with glitz and glamour.
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