LOS ANGELES — Katie May aims to use the celebrity connections she developed while organizing public relations for Dolce & Gabbana in Hollywood to elevate premium denim into a luxury category with a new line called SINR Denim.
Launching this fall with wholesale prices ranging from $90 to $100, SINR Denim cuts 9- and 10.5-oz. Japanese stretch denim into four bodies: cigarette, regular boot-cut, wide-leg boot-cut and bell-bottom. Each style is washed in a clean palette of cornflower blue or inky indigo. Embellishments are limited to contrast stitches sewn in black or yellow thread, as well as a tack button hammered out of dusty chrome. In lieu of embroidered back pockets, the line’s signature detail is a simple fold on the right back pocket revealing the fabric’s underside.
“I’m going to keep it really clean and sexy,” said May, who started the line with her ex-boyfriend, Alex Maimon.
While she derived the collection’s name — an acronym for Steel Inspired New-Age Revolution — from her blue-collar hometown of Pittsburgh, May is aware of the role that Hollywood plays in marketing fashion. She said she surveyed the network of stylists she met while working for four years at Dolce & Gabbana to discover what they and their celebrity clients didn’t like about some top-selling denim lines. Stylists such as Jen Rade, who dresses superstars like Angelina Jolie, offered insight on the jeans’ fit by trying on the first samples. For additional guidance, May turned to Indigo Group, the Gardena, Calif.-based manufacturer that has worked with denim labels such as True Religion Brand Jeans, to fine-tune the design and handle production.
May made complimentary pairs to give to celebrities. In anticipation of having the photos of the stars sporting SINR Denim run in magazines, she lined up Shopbop.com as her first retailer for the fall collection. She said she plans to expand distribution for her sophomore lineup to include additional styles such as a pencil skirt and a trouser. She’ll look to expand to specialty shops and department stores in the spring. Her goal is to generate $500,000 in sales in the first year.
“I come from superhigh fashion. I’m not going to go down on denim [quality],” May said. “I want [SINR Denim] to be the Dolce & Gabbana of jeans.”�
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
Stay up to do date with breaking news and trending stories with WWD’s “The Essentialist.” Our newsletter delivers the top news in fashion right to your inbox. Want more info? Link in bio. #wwdfashion (📷: @kukukuba)
"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.