Splendid Mills, the brand of premium jersey and knits for men, is launching a line for tween boys called Splendid Mills Jr. The line was tested in Fred Segal Kids and Lisa Kline stores last season, and is rolling out to about 50 units for spring. The boys’ line rounds out the Splendid brands, which include Splendid for women and Splendid Girl for tween girls. All the brands are divisions of Los Angeles-based Mo Industries, which was acquired by VF Corp. earlier this month.
This story first appeared in the April 6, 2009 issue of WWD. Subscribe Today.
The product design of Splendid Mills Jr. is based on the same colors, stripes and fabrics found in the men’s line, which is sold at high-end specialty stores and premium department stores. The boys’ collection includes T-shirts, short-sleeve crews, polos, hoodies and sweat shorts.
There are elements of organic cotton and signature stripes. The color palette includes neutrals, olive and orange. A Splendid flagship is slated to open on Robertson Boulevard in Los Angeles in the third quarter.