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LOS ANGELES — Lingerie designer Wendy Crowe is set to launch an organic cotton line for spring called Wendy Glez Organic.
This story first appeared in the October 19, 2009 issue of WWD. Subscribe Today.
The designer, whose maiden name was Glez, is known for her use of fine French laces and unusual color combinations. But she has gone back to the basics with the new line, which includes lounge and travel pieces such as yoga pants, racer-back tunics and camisoles.
“I wanted to make a line that is a lot more wearable, not restricted for the bedroom,” Crowe said. “That was my whole thing, that it’s still feminine, it still has that touch of Wendy Glez.”
The pieces still have lace details, but the line is a departure from her signature look. Wholesale prices run from $32 to $36 for pants, $26 to $32 for camisoles and $40 for tunics and cardigans.
Crowe spent years developing the organic line. She initially used French and Italian laces because they were ahead of the game for eco-friendly fabric production.
“I have always wanted to introduce an organic line that embodies my mom’s lifestyle,” Crowe said. “She has a very healthy lifestyle and everything she wears is effortless. It’s very simple, linear and organic.”
The butter- and peach-colored pieces are tinted with all-natural dyes such as chamomile.
“For something to be 100 percent organic, it also needs to be dyed organically,” she said. “Not all colors come in natural dyes. The colors I am introducing for spring are very light, like a baby butter color, which is made with natural dye.”
Crowe projects sales to reach $500,000 to $1 million in the first full year.
Although the organic line is relatively small right now, Crowe already has started to create additional pieces for fall. She plans to add drawstring pants, baby alpaca knits and more convertible pieces.
“We are going to be doing knits,” she said. “They are going to include natural yarns and we are resourcing other types of materials from other countries.”
Crowe is also president, and chief operating officer of the company. She launched the original Wendy Glez line in 2002 and also has Wendy Glez Black Label and Wendy Glez for Anthropologie. Her interest in fashion began when she spent time at her father’s garment factory as a child in downtown Los Angeles.
Annual wholesale sales for the Wendy Glez labels are in excess of $15 million, according to industry estimates.