LOS ANGELES — Joe’s Jeans is letting something get between its customers and their jeans: a new line of intimates.
To help solidify its standing as a contemporary lifestyle brand rooted in premium denim, the City of Commerce, Calif.-based company is offering bras, camisoles, panties, pull-on pants and cashmere robes as part of a 34-piece lingerie and loungewear grouping produced under license by Onis Design Group.
Aimed at Joe’s target customer, the palette is kept simple in black, white, cream, gray and red with a smattering of patterns such as plaid and the brand’s logo reimagined as a ditsy print. Following cues from Joe’s Jeans creative director Joe Dahan, Onis also finessed the fabrication and fit, opting for European laces, a cotton-Modal from Turkey and a fluid viscose that warms the body.
“If you want to be a contemporary brand, you have to offer the full look from head to toe,” said Marc Crossman, chief executive officer of Joe’s Jeans.
This is the latest expansion by the 13-year-old brand into another non-denim category. The company already offers scarves, bags, shoes and children’s clothing. This fall, its design team unveiled Off Duty, an array of leggings and other athleisure-inspired casual styles, which has already grown to make up as much as 20 percent of current sales, according to Crossman.
Crossman said the lingerie and loungewear will be sold in Joe’s 32 full-price and outlet stores starting today [eds: Monday, Nov. 10]. Retail prices start at $12 for a panty cut as a thong, boyshort, hipster or bikini. While the majority of the line ranges between $30 and $100, the cashmere robe goes for $350.
Considering that non-denim items make up between 30 and 40 percent of sales at Joe’s retail stores, Crossman is optimistic that customers will respond well to the new category so that it eventually will contribute to 5 to 10 percent of sales in its retail network. The new offerings also will be available on the Web, via Joe’s e-commerce site and the online operations run by Nordstrom and Von Maur. Next spring, the wholesale distribution will expand to better department stores and specialty shops that already stock other designs from Joe’s. Industry estimates peg wholesale sales for Joe’s new intimates business to reach $3 million to $5 million in the first year.
Joe’s foray into intimates represents a promising start for New York’s Onis, which was founded just eight months ago by Jon Lewis, a former president of Delta Galil’s D2 Brands, who previously worked at Gottex, Sara Lee and Warnaco. Unlike competitors in the intimates industry, Onis plans to work on a shorter design and production calendar that mirrors the trends in the ready to wear market.