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Even after surpassing $1.8 billion at the global box office with the “Twilight” franchise, actor Kellan Lutz had no qualms about revisiting his teen years working in retail to support his new clothing brand. “Have you felt this?” Lutz asked, holding up a $168 gray hoodie from his line called Abbot + Main at Nordstrom in Los Angeles shopping center The Grove. “It’s really soft. It’s not heavy. It becomes cold when the sun sets. You have to have something warm and functional.”
Lutz made his sales pitch last Thursday during the first week that Abbot + Main, his line of men’s tops produced in collaboration with premium denim brand Dylan George, hit Nordstrom and other stores. In his first foray in fashion design, he offered 25 pieces for fall, including $98 Supima cotton Henleys and $54 cotton T-shirts printed with a photograph of a surfer standing on the beach. Lutz snapped the photos of the surfer and other landmarks around Venice, Calif., which not only serves as his place of residence but also the inspiration for the brand, named after a street intersection in the beach-front neighborhood. Abbot + Main plans to expand into the women’s market next spring with 60 pieces in silk and cashmere. Danny Guez, the founder of Dylan George and Lutz’s partner in Abbot + Main, said he hopes to also launch the women’s collection at Nordstrom.
This story first appeared in the August 17, 2011 issue of WWD. Subscribe Today.