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Karl Men’s Line Hits the Internet

Masstige range gets exclusive launch on Florence-based Luisa Via Roma.

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PARIS — Now it’s his turn.

This story first appeared in the June 6, 2012 issue of WWD.  Subscribe Today.

Continuing the rollout of his masstige line, designer Karl Lagerfeld has appointed Luisa Via Roma as the exclusive online retailer to launch his Karl men’s line.

The strategic partnership for men’s wear is for the fall 2012 season, and also includes a brick-and-mortar component.

The Luisa Via Roma store in Florence is to host a pop-up shop dedicated to a variety of Lagerfeld lines for men and women, including his premium ranges.

A preview is scheduled during a blogger event dubbed Firenze4Ever from June 15 to 17, with the dedicated showcase opening officially on June 18. Among exclusive products on sale will be three T-shirt designs done especially for Luisa Via Roma by Lagerfeld and the English graphic design agency I Love Dust.

Karl men’s wear ranges from slouchy T-shirts and jeans to biker jackets and trenchcoats. Retail prices start at 78 euros, or $97 at current exchange, for a T-shirt and top out at 1,499 euros, or $1,865, for outerwear and leather. Much of the line — jeans and knitwear — ranges from 199 euros to 299 euros, or $248 to $372.

In January, Lagerfeld launched the Karl women’s line on Net-a-porter via an exclusive global distribution partnership, with sales on karllagerfeld.com added in March.

A landmark retailer in Florence, Luisa Via Roma ventured into online sales in 1999 and today carries an array of international designer collections for men and women.

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