NEW YORK — Seven For All Mankind is giving its fans more.
The premium denim company will launch More 7, a brand of separates for women and men, at the Fashion Coterie later this month. The launch for spring will consist of women's T-shirts, but other categories, a final list of which is still being determined, will be introduced for fall, in addition to a men's line.
More 7 is designed by Ron Herman's Design Studio.
"We think very highly of Ron Herman, and we think it's the premier sportswear store in the U.S.," said Andreas Kurz, chief executive officer of Seven For All Mankind. "No one represents the California lifestyle more than he does."
The focus for More 7, like Seven For All Mankind, is on the fit. The 30 to 40 T-shirts for spring will be in fabrics such as fleece, jersey, sweat-shirting and rib.
Ron Herman, with more than 35 years in the retail business, believes the pairing of jeans and T-shirts makes perfect sense. "It's like bread and butter or salt or pepper," he said. "You can't think of one without the other."
Herman said three words inspired him while developing the brand: California, style, and life. "It's casual, comfortable and easy," he said. "A sophisticated simplicity, if you will."
More 7 will retail at the same high-end department stores and specialty boutiques as Seven For All Mankind. The T-shirts will retail from $50 to $70. Kurz said while he'd prefer More 7 to be merchandised with the premium denim line, it's not crucial.
This isn't the first collaboration for Seven For All Mankind and, according to Kurz, it won't be the last. Earlier this year, the firm partnered with Great China Wall on a denim line, and before that there was a collaboration with Swarovski to produce a line of limited-edition denim with crystal detailing on the back pocket.
"We don't have all the answers ourselves, so we will seek out talent to come up with something truly exciting," Kurz said. "It's part of our strategy. Some people do it themselves and others license out. We have a hybrid model. We do some things, license other categories and have these collaborations."Kurz said a licensed line of footwear and handbags is likely to launch sometime next year. He declined to provide a first-year sales projection for the new line.
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