DCoded Launches in Macy’s

Young men's brand DCoded is set to roll out in more than 575 Macy's doors.

View Slideshow

Success Apparel Inc. is launching a young men’s brand called DCoded for spring, leveraging the wide-scale launch of the brand in the boys’ market this fall. In both the young men’s and boys’ arenas, DCoded offers music-inspired collections that target surf and skate enthusiasts.

This story first appeared in the August 13, 2009 issue of WWD.  Subscribe Today.

“We saw a lack of freshness and newness in the boys’ business, especially with the urban brands having slowed down so drastically. DCoded is an opportunity to fill that void,” said Gila Goodman, president and chief executive officer of New York-based Success Apparel.

The DCoded boys’ line is launching for back-to-school this month in more than 575 Macy’s doors, in addition to a number of Nordstrom units. The rock band Taking Back Sunday will perform in the children’s department of Macy’s Herald Square on Sunday afternoon at a launch event for the brand.

The new young men’s component is being first shown to retailers this week, and is targeted to both department and specialty stores.

DCoded was the brainchild of Jeff Korman, senior vice president of new development at Success Apparel, and Maria Hartley, vice president of design. The duo brought the project to fruition over the past eight months, after Korman joined the company in November.

“It’s pretty unheard of for Macy’s to launch a brand on this kind of scale,” noted Korman, an apparel industry veteran who previously worked at his father’s now defunct but once prominent dress business, El Jay Jrs., and then the children’s wear maker Star Ride Kids. “Macy’s originally wanted to start us out in a few test doors, but as we talked to them more and they saw the product, they really got behind it in a big way.”

Rob Smith, general merchandise manager for kids’ and boys’ at Macy’s, said, “DCoded is an exciting emerging brand for boys that complements their active and free-spirited lifestyle.”

Retail prices for the boys’ line range from $24 for a T-shirt to $60 for a zippered fleece, with denim at $34 and woven shirts at $38.

In the young men’s collection, T-shirts run for about $30, zippered hoodies are $66, cardigans are $48 to $54 and denim is $38 to $40.

Both the boys’ and young men’s collections embrace a punk-rock attitude, with lots of music-themed prints and skull embellishments. “The product has a tremendous amount of detail, with a lot of interesting washes, such as enzyme washes on Ts, along with embroidery, potassium sprays, flocking and dip dyes on the wovens,” said Hartley. “All the pieces are unique, with logo buttons, special hardware and leather details.”

Along with the DCoded launch, Success Apparel is unveiling another label, called DFault, for spring aimed at midtier retailers such as J.C. Penney, Kohl’s and Sears. With a similar design aesthetic to DCoded, the line is being shown to those stores now as well.

Success Apparel was founded in 2001 as a private label manufacturer, with clients such as Wal-Mart, Target, J.C. Penney, Sears and Kmart. More recently, it has moved into branded apparel, obtaining the licenses for Paul Frank men’s and women’s sportswear and John Deere men’s, women’s and children’s apparel.

“Our focus is on growing our branded business, and DCoded is a chance to invest in our own brand,” said Goodman. She declined to provide volume forecasts for the DCoded launch or sales figures for the company as a whole.

View Slideshow