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Prada’s Sports Channel

Miuccia Prada may have shown an austere sophistication on the runway for her main line, but she also understands that even the chicest girl has moments when all she wants to do is trade in her nipped dresses and feathered capelets for a great pair of...

Miuccia Prada may have shown an austere sophistication on the runway for her main line, but she also understands that even the chicest girl has moments when all she wants to do is trade in her nipped dresses and feathered capelets for a great pair of jeans.

To that end, Prada is exponentially increasing its denim offering for fall via Prada Sport. While the division may be known for its little red plastic strip, the company is quick to point out that the label is an extension of Prada and not a second line. “Prada Sport allows the client to dress 24/7 in Prada,” said a company spokeswoman. “It completes the Prada lifestyle.”

The denim collection, 90 percent of which is made in Japan, features five-pocket jeans, miniskirts, shirts and basic jackets and builds upon the smaller offering shown in the current spring line. The company said the expanded collection was a result of continuing customer requests.

Jeans, done in blue, black, gray and a dark military green, come in four different cuts, including slim and straight and low-slung.  A slew of washes and special treatments, such as all-over printing, spray-painting and piece-dying, are often mixed together for a layered effect.

In what Prada said would be the first of many similar project collaborations, the Italian company worked with French graffiti artist Mambo to create an eclectic capsule collection of patchwork T-shirts. Mambo’s graphic designs are printed on fabrics, which are cut and stitched onto the cotton Ts. At retail, skirts and jeans start at just under $300 and go to around $1,200 for shearling-lined denim jackets. The collection will be sold for fall at key department stores, specialty shops and Prada boutiques.

This story first appeared in the February 25, 2005 issue of WWD.  Subscribe Today.