The launch collection of sleepwear and loungewear by Steve Madden will be sold exclusively at Nordstrom in the U.S. and Hudson’s Bay stores in Canada this fall.
The collection, which is produced under license by the Carole Hochman Design Group, a division of Komar Brands, will be the first foray by the Steve Madden franchise into the innerwear field. The line will also be sold at thebay.com, beginning Aug. 1.
Distribution will be expanded to major department and specialty stores for spring.
Seth Morris, president and chief executive officer of the Hochman firm, said the collection will be marketed under the “Mad Crazy Dreams” tag line.
“The garment label will read Steve Madden, but Mad Crazy Dreams will be marketed on heat-sealed back-neck facing, hangtags and printed twill tapes.…The customer will see it [the tag line] at point-of-sale but it won’t really be visible while wearing it,” said Morris.
A mix-and-match collection aimed at women ages 18 to 25 will be rendered primarily in cotton knit in a variety of tops and bottoms, as well as matching pajama sets in graphic prints. Key colors will be turquoise, pink, gray, charcoal, black and cobalt blue.
Signature styles in the Navajo-inspired collection include a totem graphic-print lounge pant, a Wild Spirit racer-back tank, a Cozy Up thermal capri set and Mad 4 Plaid flannel sets. Other groups include Color Block, Tinted Ombre, Beneath It All, Feminine Twist, Layers of Lace and Dream Catcher.
Morris said the line will feature special treatments such as shoe strings instead of traditional drawstrings at the waist.
“It’s a unique detail that connects the core shoe brand with the sleepwear and loungewear,” explained Morris.
Regarding the look of the collection, Rob Schmertz, brand director for Steve Madden, said the collaboration with the Hochman creative team was important in capturing Madden’s trendy signature look.
“Their vision for the collection has resulted in flattering, fun and stylish styles that will undoubtedly meet the comfort needs of the young contemporary market,” said Schmertz.
A collection of intimates bearing the Steve Madden name will be introduced in 2013 for back-to-school selling.
“It’s a lifestyle brand and intimates will be a natural extension,” said Morris.
A first-year wholesale sales projection was not available. But Morris said distribution will be expanded in international points of sale at a later date.
“We would not be entering into this unless we see it as a very meaningful business. Steve has a strong international base,” said Morris.