Erin McColl is the new head designer of U.S. Jeans Co.

Erin McColl is taking charge of U.S. Jeans Co. as head designer.

A graduate of the Fashion Institute of Technology who previously designed jeans for Lucky Brand, Seven For All Mankind, Imitation of Christ, Yanuk and her own brand called Plaid Denim, McColl is updating the Los Angeles-based brand with a modern, sophisticated look. Working under a timeline of three weeks, she tweaked the fall collection unveiled at Project in Las Vegas.

Responding to the prevalent trends for shorter hems and higher rises, she cropped the inseams of several styles by an inch to 28 inches and lengthened the rises by another inch to at least 9 1/2 inches. Taking advantage of U.S. Jeans Co.’s quick domestic production schedule, she also introduced a pair of new styles for fall: a flare with four mini flap pockets stitched under the waistline, and a boot cut with a subtle kick flare. She’s readying her first full collection, including an expanded lineup of knit tops, to arrive in stores in spring 2017.

“I kept what is good,” she said. “It’s just updated to more premium product with sophisticated washes and fits.”

With the jeans retailing for between $159 and $209, U.S. Jeans Co. is projecting sales to reach $2 million in the first year under McColl’s leadership. “We’re trying to keep it special,” she said.

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