The buzzy New York-based men’s wear brand will launch Ovadia +, a new collection of athletic-inspired performance apparel during market week this month to launch for the spring season.
The 12-piece line will be priced slightly below that of the brand’s signature Ovadia & Sons collection of vintage-inspired men’s wear. It will include T-shirts, hoodies, shorts, pants, outerwear and sneakers. Prices include Ts for $85, hoodies for $195, bottoms for $150 to $200, outerwear for $325 to $696 and sneakers for $350.
According to Shimon Ovadia, who designs the collection with his twin brother, Ariel, “We’ve been having success and getting great feedback from our retail partners on our athletic-inspired pieces, and it’s in tune with what’s going on in the market today. So we created Ovadia +, which features innovative lightweight and airy performance fabrics.” He said the collection offers performance attributes, but the pieces “look good enough that you can wear them to work.”
The apparel is all made in the U.S., he said, adding that it was “luxe, modern and minimal.” The sneaker offering will be made in Italy.
He said Ovadia + was shown to Barneys New York, a key retail partner for the main line, and “they picked it up.” Beyond that, Ovadia said the hope is to “launch with the right retail partners,” including “different doors that normally wouldn’t carry [the main line].”
Ovadia said he hopes the pricing and design of Ovadia + will become “more of an urgency item — something you don’t have to think twice to buy.”
The Ovadias grew up working in the family’s children’s wear business, Magic Kids Inc., a $10 million distribution company that specializes in closeouts, and launched Ovadia & Sons in 2010. The brand offers a modern interpretation of American and English classics and includes a comprehensive assortment that ranges from suits, outerwear and formalwear to shoes, furnishings and accessories. The brand was named GQ’s Best Menswear Designers in 2011, was a finalist in the CFDA/Vogue Fashion Fund in 2013 and the International Woolmark Prize in 2014.
For four seasons, the brothers had designed the Ivy League-inspired J. Press York Street for the Japanese-owned retailer, but the partnership ended earlier this year.
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