Evidnt

Denim-grounded line Evidnt Los Angeles wants to be the go-to for contemporary denim looks without the high prices.

The brand, which showed to buyers at the Magic and Project trade shows earlier this year, is shipping to more than 250 retailers including Nordstrom, Anthropologie and Asos. The line is part of a portfolio of brands owned by Los Angeles-based Edgemine Inc. that includes the contemporary offering under J.O.A. (Just One Answer) and a vintage-inspired brand Moon River.

“As with J.O.A. and Moon River, the idea was really to offer a little bit more of a forward-fashion line from a different perspective at affordable prices,” said Michelle Bartlett, contemporary sales director. “Our price point is pretty moderate. We tend to have under $100 for all of these brands. What we’ve always excelled at as a company is identifying white spaces in the marketplace. With Evidnt, it became evident to us the need for a trend-driven denim line for under $100.”

The collection shipping to stores includes sweaters and men’s wear inspired pants and tops. The denim bottoms — some 100 percent cotton and others offering a bit more stretch — play with relaxed, high-rise silhouettes. The fashion-forward details come through in paneling, embroidery, released hems and split seams. The highest-priced denim pant is $98 with most of the jeans around the $70 price point at retail.

“With Evidnt, the idea is that it’s uncomplicated, but it’s thoughtfully designed,” Bartlett said. “Everything’s a bit more modern, a bit more forward. Everything’s pared back to denim. We’re not necessarily a basics destination for denim.”

Parent Edgemine, which doesn’t disclose financial information, was founded in 1994 by chief executive officer Kevin Kang and chief operating officer Christin Kang. The husband-and-wife team began the business with the label Mine and has expanded it over the years to eight brands.

More launches could be on the way, although none are slotted for this year.

“It’s all very organic the way that new lines are launched here,” Bartlett said. “When J.O.A. was launched, there was a void in the marketplace for that feminine with an edge kind of look at that price point. And so J.O.A. really swooped in and filled that void. When Moon River launched, it was really to have a little bit more of an update to that typical bohemian look, a little bit more of that modern natural look, and then here with Evidnt the white space just kind of screamed denim under $100 in  this structured, tailored look. I think we could launch something new maybe two years from now or it could be a year from now. It really depends on identifying those [marketplace] voids.”

For More West Coast Coverage in WWD:

The Rise — and Ugly Fall — of L.A. Retailer Kitson

Kitson Founder Lawsuit Alleges Lender Pump-and-Dump Scheme

Agenda Festival Draws Crowds for Pop-Ups, Ludacris Performance

load comments
blog comments powered by Disqus