By  on August 2, 2005

NEW YORK — Sag Harbor, the moderate sportswear brand, is adding denim to its mix for fall.

"There is a void in the marketplace for a true, classic, missy fit," said Paul Robb, chief executive officer of the brand, which is owned by Kellwood Co. "[Denim] is a natural extension of the lifestyle of the Sag Harbor consumer." Robb added that the time was right for this recognizable brand to enter the denim category.

"Currently, in the retail zone we're in, it's Liz Claiborne, Ann Taylor and us. For us not to retail denim doesn't make sense," he said. "We're going to offer jeans that are trend-right, not trendy."

Sag Harbor, Kellwood's most profitable and largest brand, generates $600 million in volume through its core collection and licensees.

The denim collection will include five styles: boot cut, relaxed fit, straight leg, slim leg and a capri. Each style will come in three washes. The average retail price of jeans will be $24.99. The collection will ship to department stores in November. The denim will be merchandised with the rest of the Sag Harbor collection, instead of in traditional denim departments, so consumers can shop the Sag Harbor line in its entirety.

"This line will offer more fashion than this consumer has seen in other basic denim lines," Robb said.

While Robb declined to provide an estimate for the wholesale volume of the denim collection, he added: "The opening reception [from department stores] has been very strong."

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