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Converse has branched out on its own for its premium collection for fall.
This story first appeared in the April 7, 2011 issue of WWD. Subscribe Today.
The company recently severed its four-year relationship with John Varvatos and is now producing a stand-alone line, Converse Black Canvas, in-house.
The collection, which blends sport with fashion and a rock ’n’ roll sensibility, actually has a resemblance to the Converse by John Varvatos line. Among the signature pieces are vintage-inspired graphic Ts, fleece loungewear and shorts, striped henleys and cardigans, military cargo pants, leather moto jackets and a dobby hooded parka.
Apparel design director Gary Feazell has slimmed down the silhouettes to appeal to a younger customer. And the prices have been slimmed down as well, being 10 to 20 percent lower on average. For example, short-sleeve knits will retail for $58 to $68, long-sleeve knits at $68 to $98, sweaters will be $88 to $198, woven shirts $98 to $118, fleece $98 to $148, knit bottoms at $68 to $78 and woven bottoms $98 to $138. Outerwear is priced to retail from $138 to $398.
The company has continued its association with Varvatos for its premium footwear.