Anlo founders Jenna Andreola Lonstein and her husband, David Lonstein, want to be known as more than denim marketers.
This story first appeared in the November 13, 2008 issue of WWD. Subscribe Today.
The couple, who launched Anlo at retail in May 2006 with about 12 specialty stores nationwide, made a mark with their signature sophisticated premium denim jeans line. The brand, which is based in Los Angeles, can be found worldwide in about 600 specialty stores. Now the Lonsteins are branching out.
“We didn’t want to do anything until we were an established brand,” Andreola Lonstein said. “But we had always thought we would expand beyond denim.”
For spring, the couple will launch a collection of silk tops and dresses. Andreola Lonstein, the creative director, said they chose to work with silk instead of what denim makers traditionally go with — cotton.
“Our jeans are a bit dressier and more sophisticated than a lot of other jeans brands, so we thought it would be good to go that route with the tops and dresses,” she said. “Also, we were able to do a dressier item at a good price, which is good in this economy.”
There are eight styles — five tops, two dresses and one romper. Each item has at least one special detail, such as the exposed zippers, ruffles and drawstrings in bright jewel tones, including fuchsia, violet and cobalt blue. Shopbop.com and eLuxury.com have picked up the collection. The tops and dresses wholesale from $89 to $124. Andreola Lonstein said she expects to reach about $10 million in annual sales volume at wholesale for the brand by the end of 2009.