Kids who want to rock the skinny jeans look will have a new brand for fall.
Topsville, the children’s wear division of Jaclyn Inc., is launching Scarce, a premium fashion label with a rock-’n’-roll vibe for boys in the 2 to 7 and 8 to 20 size ranges, reaching kids from about 18 months to 12 years old. Retailers are getting a first look at the line during children’s market this week.
“We’ve been a big supplier in private label to the boys’ business, and now we are creating our own brand in the category,” said Mark Nitzberg, president of Topsville.
The Scarce concept was created and brought to fruition by Jeff Korman, an industry veteran who was instrumental in the launch of DCoded, another boys’ label that bowed at more than 575 Macy’s doors last year. DCoded is owned by New York-based Success Apparel, which Korman exited in order to start Scarce.
“I saw a void in the marketplace for a very cool, edgy boys line in 2 to 7 sizes,” said Korman, senior vice president of new development at Topsville. “What I’ve learned is that this surf-and-skate look sells very well at retail for boys — especially with the decline in the urban business — and I wanted to bring it to an even younger demographic.”
T-shirts in the line will retail for about $24, zippered hoodies for $60, denim for $34 and wovens for $38.
Along with the Scarce launch, Topsville is creating a similar line with lower prices for the midtier channel under the Remastered label. In addition, both Scarce and Remastered will offer young men’s components for spring 2011.
The new team behind the initiatives includes Michelle Asarisi, vice president of design for boys and young men’s; Lisa Cohen, vice president of sales, and Elizabeth Kratt, marketing director.
“We’re working with a lot of fabric treatments, knife printing on twill and pigment washing,” Asarisi said of the bold, trend-driven collections. Union Jacks, skulls, foil prints and music-inspired graphics abound on plaid poplin shirts, French terry hoodies and V-neck jersey Ts.
The company plans online and print advertising campaigns to help drive the retail launch for back-to-school, and will also partner with young bands for in-store music events, said Korman.
Nitzberg declined to provide sales projections for Scarce and Remastered, but said he expected them to become “very significant” businesses.
Topsville is the largest division of Maywood, N.J.-based Jaclyn Inc., which is primarily a private label manufacturer of women’s sleepwear, children’s wear and bags for clients such as Wal-Mart, Macy’s, J.C. Penney, Sears and Kmart. Jaclyn is a $167 million business and is publicly traded on the “Pink Sheets” over-the-counter market. The company has global sourcing operations throughout the Americas, Asia, the Middle East and Africa.
For the three months ended Sept. 30, Jaclyn posted net earnings of $339,000, or 15 cents a diluted share, compared with a net loss of $495,000, or 21 cents, in the year-ago quarter. Net sales in the period increased 26.1 percent to $39.6 million. Apparel sales increased 31.1 percent to $25.3 million, including a 29.1 percent rise in the children’s wear business.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
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