It’s not a big trip for C&C California to head to the beach, which was what the T-shirt brand’s new owner, Perry Ellis International, was thinking when it decided to add a swimwear and cover-up component to the label.
This story first appeared in the September 23, 2008 issue of WWD. Subscribe Today.
After buying C&C California from Liz Claiborne Inc. in February, Perry Ellis has launched men’s and now beach for spring. Perry Ellis’ swim business, which includes Jantzen, allows C&C California to leverage the parent company’s infrastructure.
“The core competency of C&C California has always been a casual, contemporary chic lifestyle, so it makes sense beach is a natural extension of the line,” said Stephen Cox, vice president and general manager of C&C California.
Wholesaling from $35 to $65, the line of swimsuits and cover-ups — ranging from caftans to dresses to bottoms — uses soft fabrics and feature colors, ombrés and tie-dyes reminiscent of the main C&C California T-shirt line.
“It takes you from the beach to your afternoon cocktail party in Malibu,” Cox added.
He declined to project volume or door count, but said he expects the line will be picked up not only by C&C California’s current department and specialty store accounts, but by swim-focused retailers as well.