Rock & Republic has entered cyberspace. The company, which launched about two years ago, has developed quite a following. Celebrities such as Cameron Diaz and Hilary Duff have been photographed wearing the jeans from the Los Angeles-based firm. With each style being named after a rock star, such as the Gwen pants for Gwen Stefani and the Bono for the U2 front man, celebrities took notice. Since the demand for Rock & Republic jeans and denim jackets took off, designer Michael Ball and president Andrea Bernholtz decided to launch a Web site to make it easier for customers to buy the clothing.
“People who wanted the jeans in areas where they weren’t sold were e-mailing constantly to find out where they could buy them,” Bernholtz said. “So the Web site has been great. We just launched and we are already noticing customers coming back and ordering two or three pairs of the same style in different washes.”
It also has a retail locator of where the brand can be found and gathers feedback on the products. The site, at rockandrepublic.com, also enables the visitor to look through various press clippings and fashion show photos. It includes a “fan club,” where the viewer has the option of signing up to receive company updates and a calendar of events and appearances.
In addition, the brand is being expanded to men’s wear for spring.
“Retailers and celebrities have been asking us for a while for a men’s line,” Bernholtz said. “It was just a matter of time.”
The first collection of men’s jeans and jackets consists of seven styles in five washes. Bernholtz said the line wholesales from $70 to $80 and she expects to reach sales of about $3 million to $4 million in the first year.
Also in the works is the company’s next fashion show, which is planned for Oct. 29 at Los Angeles’s Smashbox Studios. Bernholtz said the company has already booked celebrities to walk in the show, including Rachel Bilson and Samaire Armstrong from the new hit Fox drama “The O.C,” actress and singer Taryn Manning and Kimberly Stuart, daughter of rock star Rod Stewart.“We want to try and get a lot of rock stars’ daughters to do the show,” Bernholtz said, “since rock is what the brand is all about.”
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@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.