Superstar DJ and producer Tiësto has inked a master licensing deal with The Movement International to launch a fashion line under the Club Life brand. The Movement International was created by Sam and Bernie Hafif, the owners of Concept One Accessories, and the duo have taken a booth at MAGIC to introduce Club Life to potential licensing partners in men’s and women’s sportswear, footwear and accessories, with product geared to launch in 2012.
This story first appeared in the February 10, 2011 issue of WWD. Subscribe Today.
“The vision for Club Life is for what you wear out at night. For girls, it’s miniskirts, fragrance, pumps, the clutch. For guys, it’s jeans, the woven shirt and blazer,” said Sam Hafif, whose Concept One holds headwear and accessories licenses for brands like Sean John, Rocawear, Levi’s and Original Penguin. “We think we can do a billion dollars in wholesale with this brand.”
It’s a lofty goal, but Hafif believes Tiësto’s young, enthusiastic fan base will drive sales. “When I saw him perform in Montreal in a stadium for 25,000 kids, I was blown away. It felt like being at a Mayan sacrifice,” recalled Hafif. “His followers have three things on their minds: music, social media and looking fantastic.”
Tiësto himself — who has more than 6.6 million Facebook fans and whose Kaleidoscope World Tour spanned 175 dates for more than a million people — will host an invite-only party in Las Vegas during MAGIC at the Savile Row nightclub.
Jeffrey Tweedy, executive vice president at Sean John, is a capital partner in the venture.
Another celebrity set to make a splash at MAGIC is Cedric the Entertainer, who will make an appearance in the Menswear section to provide a preview of a line of hats he will launch in August.
At Ben Sherman, men’s shirts will be front and center in its Project booth, including the company’s new Plectrum collection of high-end designs that are priced 30 to 40 percent higher than the core range.
“First and foremost, we’re a shirtmaker. Our DNA is in shirts. We want consumers to think of Ben Sherman when they need a shirt,” said Pan Philippou, chief executive officer of the British brand that is owned by Atlanta-based Oxford Industries Inc.
Philippou has instituted a good-better-best architecture for the brand, with the Plectrum collection at top, Script in the middle (named for the scripted Ben Sherman logo) and Heritage encompassing an affordable line of basics.
“We didn’t really have a clear segmentation before. We had about 23 percent differential between our bottom and top price points in each category and now we have 70 percent, allowing us to create better offerings,” said Philippou. “It’s helped us get back into Bloomingdale’s and into Selfridges.”
True Religion will launch a collaboration with Cone Mills for a red-white-blue selvedge jean, with updated back pockets that have punched stitch holes rather than thread, leaving a subtle logo effect. Also new for the California denim brand are pigment printed jeans that go through a special printing process that is washed down for a muted tone.
At Diesel, the newest offering will be the Jogg jean, which is meant to combine the comfort of a sweat pant with the look and style of denim. A circular weaving technique for the fabric gives it 360-degree elasticity and the jean is available in five styles for men and women — with some including a very comfy drawstring.