Notify Gets Casual With Nfy Maurice Ohayon, creator of Notify, the Paris-based premium denim line, is showing his more casual side this spring with Nfy, a less-dressy, lower-priced denim collection.
"The first difference, for me, is the cut of the jean," Ohayon said in a phone interview from Paris through a translator. "We were looking for a different attitude. It's slightly cooler, more relaxed and a bit more casual."
Since its launch in spring 2004, Notify has featured sleek, tailored styles that shied away from distressed washes and embellishments. Nfy, on the other hand, will focus on intricate handiwork, looser fits, embellishments and advanced wash treatments.
"I'm able to play around a little bit more," Ohayon said. "The guidelines are not so fixed."
The collection consists of five bodies that are slouchier than Notify styles, with some featuring large pleated cuffs at the ankle. Washes range from a dirty blue to a blue green.
"The bodies are a bit more broken," Ohayon said.
"We were more aggressive in the treatment of these pants," said Christophe Desmaison, owner of CD Network, a showroom based at 4 West 22nd Street in Manhattan that handles the North American sales for Notify and Nfy.
Nfy will be manufactured in Italy by Romano SpA, owners and manufacturers of the premium denim brand Meltin' Pot.
"They have a whole system set up and we're really using their strength," Desmaison said.
The bulk of the Nfy collection has a wholesale price range of between $79 and $89, which is about 20 percent lower than Notify. A few styles, such as one with myriad embroidered skulls on the back pocket, could wholesale for as much as $119.
The collection will hit department stores and speciality boutiques in the U.S., France, Italy and Japan by mid-January. Ohayon predicts the wholesale volume of Nfy will reach $5 million in the U.S. next year. — Lauren DeCarlo
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