By  on April 26, 2007

Stewart Adler is sure he knows what teens want in a pair of jeans.

Adler, vice president of A&M Global Manufacturing Co., the parent of brands such as junior sportswear label Coolwear, will launch C Brand Premium for fall retailing. This full launch comes after a soft debut to select stores for spring. The brand is targeting the junior customer, but will offer premium constructed jeans at a $50 price point, he said.

"These girls really can't afford a pair of True Religions, but they want the look," Adler said. "Because of our relationship with factories in China, we are able to pull off this construction for a great price; not cheap, but a great price."

The result is a denim jeans collection of skinny, straight, boot-cut and wide-leg styles. Each has some element of trendiness — triple-thread stitching, acid washes, crinkled whiskering and embroidered pockets, just to name a few of the treatments. There's also a super-high-rise style with a 10-inch front rise and 13-inch back rise.

"These jeans are meant to stand out on the floor, so we are going toward the more fashionable bodies, not so much of the basics," Adler said.

The line is targeting better department and specialty retailers with a wholesale range of $20 to $35. In the near future, Adler said he would add a C Brand tops line to work with the denim. He also plans to offer each style in two fits — one for a true junior customer and another for a fuller-figured girl.

Adler said he expected to reach $3 million to $4 million in first-year sales.

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