NEW YORK — Suzelle wants to bring a kinder, softer look to the world of denim.
The bridge sportswear company here has signed a license with The American Group Inc. for a line of Tencel-based denim sportswear under the Suzelle label.
The American Group is a fashion merchandising and licensing company based in Los Angeles.
Marty Rosen, president of Suzelle, said he’s aiming the new line at a bridge customer who needs pulled-together looks for casual office or weekend wear.
“It’s not just jeans,” he said during an interview at the company’s showroom at 214 West 39th St. here. “It’s a full collection. But it’s for a mature woman who buys bridge clothes. The Suzelle customer is not a Gap or Banana Republic customer.”
In addition to the Tencel and Tencel and cotton woven pieces, Suzelle will make coordinated knitwear using a new indigo-dyed yarn called Den-m-nit from Avondale Mills.
There will be three basic jeans fits — classic, slim and loose — as well as dresses, skirts, jackets, shirts and vests. Wholesale prices run from $35 for a knit top to $80 for a full-skirted denim dress.
Rosen is projecting $5 million in wholesale sales for the license’s first year.
“We’re targeting mostly specialty stores, but we’re also going for some majors such as Dillard’s and Macy’s,” said Marcy McClelland, general manager of The American Group, who is working with Rosen on the line.

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