CITY OF COMMERCE, Calif. — The City of Others brand is aiming at college students who would rather spend their time filming documentaries, singing tunes, surfing the Internet and discussing world crises than paying more than $100 for a pair of jeans.
Steve Dubbeldam and Steve Opperman, founders of the Iron Army premium denim label, have teamed up with Hudson Jeans to introduce the Internet-based brand that caps wholesale prices at $45. The pair want to parlay their enthusiasm and make it a focal point of the new brand. Videos for YouTube, home pages on MySpace and Facebook and mini documentaries with college students on the companies they care about and clothes they wear are among the things they'll look to incorporate into the City of Others' DNA.
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