Tag Wants to Be ‘It’
The new line Tag aims to be the “It” jeans for the older set.

Tag started shipping to specialty boutiques and department stores in December.

“We’re targeting women between the ages of 20 and 60,” said Iskander Lemseffer, designer of the Los Angeles-based denim line. “Our niche market includes all the mothers in America who want to look sexy. I’ve seen a 55 year old in my jeans and she looked just amazing….It makes women look taller and skinnier.”

The collection is built around one fit, available in five styles: the twisted leg with its twisted seam; the cowboy, with a double pocket in the front, as well as a flat embroidered back pocket; the Western, with a front double pocket; the straight leg in stretch, and a capri with twisted seams that falls just below the knee.

The wholesale price range of the collection is $70 to $90. The Western and twisted leg styles are available with rhinestone detailing, for wholesale prices of $135 to $420. For fall, Tag will introduce a twisted leg style in stretch velvet that will wholesale for $85.

Lemseffer predicts the wholesale volume of the collection will exceed $6 million this year.
— Lauren DeCarlo

Levi’s Goes to La-La Land With Showroom
Revving up its product-placement push, Levi Strauss & Co. opened a 1,200-square-foot showroom this month on Melrose Avenue in Los Angeles.

The space is open to stylists and editors who wish to pull Levi’s clothing, from jeans to jackets, for TV shows and magazine spreads. The San Francisco-based denim maker has boosted its Hollywood presence in the last two years to compete more effectively with the flood of new high-end denim companies.

Levi’s clothing has found its way into shows such as “Desperate Housewives.” Before the arrival of the showroom, Levi’s relied on providing product for celebrities from its store in Santa Monica, Calif.
— Nola Sarkisian-Miller

Lee Jeans Goes Online
Lee Jeans is preparing to test the online retailing waters. On Monday, the company will launch Lee1889.com, a site devoted to direct selling of the company’s junior apparel line. The current Lee1889.com site has been overhauled to accommodate its new purpose as an online store.
— R.T.

This story first appeared in the May 5, 2005 issue of WWD. Subscribe Today.

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