Executives at the two-year-old denim label Tomigo are hoping that tough times might be the right moment to launch a group of reversible jeans.
They have two reasons for their belief. First, the old two-for-one idea that reversible jeans or reversible garments of any kind offer a bargain. Secondly, they’re hoping that Americans’ hectic lives means they need to be able to change their look on the fly.
“Everyone’s life is so busy. People don’t have a lot of time,” said Ozzie Stewart, sales, merchandising and marketing director at the brand, produced by Sentimental New York.
Sam Hourani, designer and chief executive officer, added, “All looks are designed to go from day into night. You can turn it around and have a nightlife version.”
The initial offering of reversible styles includes eight bottoms, jeans and skirts. On each piece, one side is fairly plain, such as a pair of jeans with a traditional dark indigo color, while the other side features a livelier color and some suede or satin trim for a little more style oomph. The jeans wholesale for about $24.50 and are due to begin shipping at the end of August for fall retailing.
Tomigo has been primarily a junior line and it has recently expanded its size range up to 16.
“The urban market has come over and embraced us,” Stewart said.
The Tomigo brand currently does about $5 million in sales a year, though Stewart said the firm is hoping to double that figure, which would make the Tomigo branded business equal to Sentimental’s private label volume.
Hourani said he expects in the coming months to convert the entire Tomigo line over to reversible products, with all bottoms, tops and jackets having that feature. He said he believed that would give the brand a distinctive identity.
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