Second/Layer sees accessories as a key component of its suavecito aesthetic.
Launched three years ago by Anthony de Padovane and Jacob and Josh Willis, the Los Angeles-based men’s brand eyes footwear, bags and chains that connect wallets to pants as accessories to help triple its sales next year.
Opting to design the accessories in-house rather than signing a licensee, the four-person company already has played in the sneaker game. The Willis brothers and de Padovane are partners with Michael Jonte in Article Number, a two-year-old footwear line carried in stores such as Barneys New York and Kith.
“We know that it’s a part of the business we need to be in,” said Josh Willis, who leads design and creative direction with de Padovane, while his younger brother heads marketing. “Footwear is a category that we want to grow into for Second/Layer.”
Posting annual sales of less than $20 million, the brand is striving to triple revenues next year from this year. Positive response from the spring 2017 collection that it recently presented in New York has opened doors into new retailers, including Barneys, Mr Porter and Ssense, in the coming year.
Women’s is another category ripe for an extension to push Second/Layer closer toward its sales goals. It’s open about casting women as models to sport its easy, relaxed designs and selling to a couple of women’s-only boutiques in Japan. But it tends to take a unisex approach, cutting certain styles in size XXS.
Plus, de Padovane said launching Second/Layer’s own freestanding store is definitely part of the plan. “I don’t know about next year,” he said, adding that it’d be in “the near future.”
Prior to the unveiling of a flagship, Second/Layer aims to strengthen its direct-to-consumer e-commerce platform. Its retail prices run from $90 to $200 for T-shirts and fleece, $250 to $400 for shirting and trousers, $500 to $1,000 for jackets and $700 to $2,000 for outerwear, such as leather biker jackets.
As for the location of the first store, Josh Willis underscores the trio’s loyalty to their Southern California roots. “L.A. first,” he said.