Beau Dawson is looking at the contemporary crowd.

The Los Angeles-based high-end jeans brand is switching gears a bit. When it launched a year ago, Beau Dawson was known for its misses’ fit and styling. After several requests from retailers, the company is updating its styling to offer a more contemporary look, in its same misses’ fit.

“We started off very basic,” said Alden Halpern, president and chief executive officer, who named the brand after his three-year-old son. “Now we are offering trendier styles and we are experimenting with a lot of new things like a wider waist and beading.”

Owned by 4Whatitsworth Inc., which also produces junior denim brand Tyte, Beau Dawson is a bottoms-driven collection sold at such retailers as Nordstrom and Bloomingdale’s. It was launched for the woman who cannot fit into the traditional snug contemporary fit, but craves the style and high-end quality of denim. Halpern said the brand has sold $3 million worth of merchandise since launching for fall 2002 retailing. He expects it to hit the $5 million lifetime sales mark by the end of this year, and said that the brand, which has a wholesale range of $46 to $125, is not competition for Tyte.

“This is a completely different customer with absolutely no crossover,” he said.

Halpern said that this fall, Beau Dawson plans to launch its first ad campaign in magazines including Vogue and Cosmopolitan.

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