NEW YORK — Gary Graham is joining the gaggle of designers who added secondary lines to their lineup.
For spring, Graham is launching Anagram, a capsule collection of 20 pieces based on popular items from his eponymous collection. Unlike his main line, though, these pieces are modified and made with natural washed silks and cotton at a lower price point.
Graham came up with the idea for Anagram after opening his own boutique at 176 Franklin St. in TriBeCa last year. “When we opened the store, we found that there was much potential for a broader and more youthful customer with certain pieces of the collection,” Graham noted. “We started thinking about romantic, basic wardrobe staples, so we started to scale down certain pieces in the collection.”
The diffusion line includes a dress with pockets, a fitted bodice and a full, layered skirt; a hand-knitted cardigan that can be worn upside down, and a washed georgette tunic that is based on one of his main line’s oversize, silk versions but offered in a smaller fit. Graham said the name Anagram reflects the notion of rearranging existing ideas.
Best known for his romantic, rustic creations in washed silks and leathers, the designer sells his main collection to about 40 specialty stores, including Albertine in Manhattan’s West Village and By George in Austin, Tex. It has suggested retail price points between $600 and $1,200. In contrast, Anagram is priced between $300 and $420 at suggested retail. Graham projects between $300,000 and $500,000 of wholesale sales in the first season.
The designer hopes Anagram can stand on its own in department stores and “a lot of the small boutiques that may love the [main] collection but don’t take it because it is too expensive and too specific.”