NEW YORK — Add three more players — Warriors Clothing, Pucelle and Bod — to the athletic field.
This story first appeared in the July 17, 2003 issue of WWD. Subscribe Today.
Warriors is a Portland, Ore.-based brand founded four months ago by Cory Grove, a snowboarding photographer and former marketing director at Sessions, an action sports clothing line.
The brand’s sweatshirts, T-shirts and skirts are being sourced through American Apparel, the Los Angeles-based label that markets its products as sweatshop-free. That was a selling point with Grove and he expects his shoppers to share that sentiment. So much so, that it will be highlighted on hang tags and on labels.
Grove’s childhood friend Ehren McGehey, one of the creators of the “Jackass” TV show, is co-owner of Warriors. Count on McGehey to plug the line and wear it on his new show, “Jox.”
Instead of going the traditional marketing route, Grove is making more of an underground approach. “I’m trying to get everything dialed in before we tackle the mainstream,” he explained.
Another label to keep an eye on is Pucelle, an athletic-inspired collection, designed and owned by Korean-born Michelle Kang. The tightly edited line is aimed at women in their late teens and early 20s in New York, New Jersey, Connecticut and Massachusetts, as well as major cities on the West Coast. It features French terry miniskirts, fleece hoodies and cargo pants.
Rounding out the trio is Bod, a yogawear line for those who want more than tanks and pants with drawstring waistbands to do their stretching. Designed by Pia Chong, a former strategic marketing and business planning executive, the collection has a halter-neck top with raw-edge mesh trim, boy-leg shorts and bootleg pants are among the offerings.
Pants are designed not to slip when yoginis do handstands and all items are without tags to help prevent any abrasions. Wholesale prices range from $30 for a top to $50 for pants.