The Edge’s latest evolution is toward slightly more
This story first appeared in the August 12, 2002 issue of WWD. Subscribe Today.
Is The Edge showing its softer side?
Though most vendors agree that The Edge has always been recognizable as a crucial pit stop for setting new trends, others believe the category’s new location on the main floor of WWDMAGIC means it’s sparking mainstream interest. Buyers can expect to see flirtations with the Fifties, military inspirations, rock-star-ready looks and safari prints.
“Early Sixties, luxury rock ’n’ roll — but better” is how owner and designer Karen Caid, of Los Angeles–based Serious Inc., described the company’s offerings.
Think rich paisley on corduroy, elaborate braiding, stonewashed denims and leather detailing inspired by Eighties rocker Joan Jett.
Stripes and a four-colored selection of rich brocades round out themes Caid will continue for fall. Holiday goods embrace long, metallic fringe on items like sarongs and ponchos. Pants wholesale from $37 to $69 and military-style jackets start at $60.
New England prep school and an African safari — with a twist — are the inspirations behind New Breed Girl’s collection of junior knit tops.
Patrick Wood, vice president of the Los Angeles–based company, said the company is steering clear of peasant looks by presenting golf-inspired polo shirts in icy, pastel colors for late fall, holiday and early spring. He also plans to capture the “big game hunter” look via T-shirts screenprinted with camouflage blends and jungle patterns.
The company continues to give a “raw, unfinished look” to T-shirts through methods like contrast stitching and corset seaming.
Fabrics include cotton jersey, baby-ribbed cotton and spandex, with tops ranging wholesale from $7 to $12.
At Tripp NYC, husband and wife team Ray and Daang Goodman work closely within seasons, incorporating zipper treatments, eyelets, drawstrings and pocket treatments on pants and some tops, to create a style Ray Goodman describes as “punk-meets-street-meets-military.”
There will be a heavier concentration on outerwear for fall and holiday, which priced wholesale from $34 to $180, includes a vinyl coat with faux leopard lining. Another standout item is a pair of cotton twill lace-up pants with 850 different eyelets.
Goodman added that 95 percent of the line runs from $14 to $45 wholesale.
St. Louis-based Hullabaloo focuses on adapting vintage looks to suit modern trends.
“There’s no such thing as a new idea; it was around 40 years ago,” joked Bridgette Sesti, director of sales, who researches fashion magazines — Japanese ones in particular — for ways to adapt retro looks to current styles. Sesti scours various secret sources for vintage pieces like capes and ponchos with fringed edges, fitted tuxedo jackets and green army “bomber” jackets.
The company also sells accessories ranging from beaded necklaces from the Sixties, wooden bangles from the Seventies and Eighties-era slouchy boots. Tops start wholesale at $7.50, bottoms range from $7.50 to $12.50 and outerwear is $14.50 to $22.50. Accessories are priced $3.50 to $5.50.
Under the direction of owners Liz Khader and Christina Carey, Los Angeles–based Blest is introducing knit sweaters for fall, holiday and pre-spring, mixing up textures like crocheted and jersey knits to inspire multilayered looks.
Following the success of their first two collections, consisting mainly of accessories such as gloves, armwarmers and patches, the duo decided to tap into apparel, already a major feature at their Hollywood
“I can never stay with one thing, so I have to branch out,” said Khader, who plans on doing just that by punching out winterized versions of “varsity punk” zip-up hoodies, sexy shirt separates and a selection of fitted dresses, all priced wholesale from $9 to $60. With a focus on casual tops and dresses, fabrics consist of baby ribs, interlocks, thermals and fleeces.
Blest accessories include crocheted scarves, hats and custom-knit square and rectangular-shaped patches. Wholesale prices for accessories range from $3