Silver Jeans is revamping its men's line and introducing a label for fall called Silver Jeans Co. 925 Series.
The brand replaces the former Silver Jeans men’s range and emphasizes a genuine vintage aesthetic the company hopes will give it a separate, masculine identity from its larger women’s business.
“We felt we needed to step outside of where we were with the men’s product and create a new marketing identity for it,” said Michael Silver, president of Silver Jeans. “We sensed that guys were associating the brand with women’s jeans, so we want to separate the two brands and give men’s its own perspective.”
Silver Jeans, which is owned by Winnipeg, Canada-based Western Glove Works, posts sales of about $100 million at wholesale annually, with about 15 to 20 percent of that in men’s.
“I think we are looking at a great opportunity to grow the men’s segment,” said Silver.
The Silver Jeans Co. 925 Series product will feature new trim packages, stitching details and hand-stamped leather back labels.
“We’re really going for a rough-hewn, vintage and masculine look,” said Silver.
With six fits in the fall denim lineup, the jeans will retail from $85 to $105, which is about 10 to 15 percent higher than the previous men’s offerings. The Silver Jeans Co. 925 Series jeans have more expensive washing and finishing processes to achieve their lived-in look.
Asked why the company would raise prices in a weak economy, Silver said he believed the slightly higher prices were justified by the product’s quality and sales appeal.
“We put a lot into the product and we think we’re in a very competitive price range that not a lot of other premium brands are operating in,” he said.
The company collaborated heavily with The Buckle, a key customer, on the design, merchandising and pricing of the line, added Silver. The Buckle has already taken delivery of the first Silver Jeans Co. 925 Series product, and the line will expand this fall into other accounts, including Nordstrom, Von Maur, E Street Denim, EM Jeans, Padre Style and Mickey Finns.
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