WWD.com/fashion-news/fashion-features/new-label-speaks-volume-561667/
government-trade
government-trade

New Label Speaks Volume

Club Monaco is a hard act to follow, but the retail chain's founder, Joseph Mimran, and former designer, Paul Sinclaire, are confident they've got another winner on their hands.

View Slideshow

NEW YORK — Club Monaco is a hard act to follow, but the retail chain’s founder, Joseph Mimran, and former designer, Paul Sinclaire, are confident they’ve got another winner on their hands.

The duo’s new venture, Tevrow + Chase, bows for spring, with first-year sales for North America projected at about $6 million wholesale. (Polo Ralph Lauren acquired Club Monaco in 1999 in a deal worth about $87 million. Mimran is also the founder of Tevrow + Chase, and serves as the label’s chairman.)

According to Sinclaire, president and director of design and merchandising, the new label is for the girl who grew up on Club Monaco, but is ready for the next step.

“It’s for that next generation, for some of my favorite women, like Aerin Lauder — she knocks me out,” Sinclaire said. “These girls don’t need the cheapest thing, but they don’t want to constantly be buying $5,000 items, either. Maybe they’ll take that money and buy one of our coats, and then take the rest of it and buy a new watch.”

Item-driven, Tevrow + Chase — Sinclaire’s middle name is Tevrow; Mimran’s daughter’s middle name is Chase — offers plenty of fashion-forward mix-and-match pieces, wholesaling from $30 for a basic cotton T to $347 for a cotton trenchcoat. Shrunken boxy jackets are key pieces in the collection, running the gamut from cotton twill military looks to jacquard versions trimmed with eyelet. For the brand’s first collection, Sinclaire played with volume — one of spring’s hottest trends — designing bubble coats, tulip skirts, Victorian blouses and loose pants. And come fall 2006, expect an expansion into jewelry, bags and small leather goods.

“And one candle, too,” Sinclaire added. “What’s a brand without one really great candle?”

This story first appeared in the September 21, 2005 issue of WWD.  Subscribe Today.

View Slideshow