A group of Under Armour Inc. ex-pats have turned their attention to denim with Revtown, a new and tightly focused, product-obsessed direct-to-consumer play.“It took us over a year to develop the jeans,” said Henry Stafford, founder and chief executive officer. “There is a reason that there are not a million start-ups in products. Products are hard to do right.”Revtown, which launched this week, has two styles of men’s jeans, Sharp and Automatic, which sell for $75 and are made with what the brand calls Decade Denim, a patented fabric featuring four-way dynamic stretch. The brand also launched with shirts in four styles and has a women’s collection in the works for next year.Revtown is informed by management’s long experience at Under Armour and is part of the still-growing trend of companies — from Allbirds to American Giant to Rhone — seeking to stand out with a focus on functionality, quality and a tight assortment.Stafford and chief marketing officer Steve Battista spent nearly a decade together at Under Armour, where they were leaders of product and brand, respectively. Also among the company’s founders are Matthew Maasdam, who is chief digital officer and formerly ran Under Armour’s e-commerce operations, and chief financial officer Chris Lust.While many companies make the majority of their profits off something like 10 percent of their assortment, Stafford said Revtown was an effort to just produce that 10 percent.“That enables us to keep inventory really low,” said Stafford, adding that the approach frees up capital to put back into product and pricing. “It’s hard to maintain focus and some of the businesses out there that actually we are really looking at and respect are those with very focused models. Look at Tesla, the amount of models that Tesla would carry versus a company that is coming out with 18 new models a year.”Now the challenge is to bring in customers.Stafford said the brand would focus on social marketing and the use of influencers.But Revtown, like all brands today, has to speak clearly to get through.“The attention span of a customer online is far less than what it was 15 years ago, than someone walking into a store for two-and-a-half minutes,” Stafford said. “They’re only online [and focused] for six or seven seconds.”That gives the brand just about enough time to say “Revtown” and “jeans” and catch the consumer's attention as it tries to make its mark.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion