BARCELONA — HYD, the Italian-made hosiery and sock line based in Sabadell, Spain, is hoping to make strides in the U.S.
The line is marketed in the U.S. through Union City, Calif.-based Ifashiongroup and sells on the group's Internet sites, ezhosiery.com and ezpantyhose.com, as well as to selected U.S. boutiques.
However, operations director Peggy Huang said HYD is beginning to broaden its target toward high-end department chains like Saks Fifth Avenue and Neiman Marcus.
"It's hard to open markets for high-priced quality hosiery in the U.S. because of the growing popularity of cheaper items coming in from China," Huang said. "It takes time for the fashion hosiery market to blossom."
Claudio Gazzotti, managing director of Industrie Tessili HYD, the Barcelona-based distributor of HYD, said the brand is established in Spain, with 500 domestic sales points in mainly multilabel specialty shops. He added that Spain's distribution potential is roughly double, or 1,000 doors. The company also sells in the U.K., but no other European export markets are being considered, according to Gazzotti.
"Our concept is based on a high-quality, semiartisan product — and durability is key," Gazzotti said. "We don't produce large quantities."
HYD's hosiery group includes pantyhose and knee-highs in two classifications: basic, which accounts for 75 percent of the range, and fashion, which makes up 25 percent of the assortment. Both feature hand finishings, flat seams and exclusive allergy-free materials. In addition, tights are lightly scented with natural aloe. Retail prices range from $18 to $30.
"We need to offer a complete line of sheers and fantasy so retailers don't have to look elsewhere," Gazzotti said.
HYD's winter fashion line features graphic prints, large-scale florals, lace-like openwork and fishnets.
Innovations for spring include the rollout of three-piece lingerie sets under the "You love me by HYD" tag line. The sets comprise camisoles, thongs and pantyhose in Lycra spandex and tulle, and feature brightly colored jacquard prints with color-coordinated waistbands and seaming. The sets will retail here for 40 euros, or $48, and the concept will be test-marketed in the U.S., where price points are roughly 30 percent higher, Gazzotti said.Spring fashion colors for the hosiery and socks range from pink and pistachio to champagne with a touch of glitter.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast