JOOP’S NEW DIGS: Joop Jeans, which is licensed to Mustang GmbH, the largest jeanswear producer in Germany, has moved to a new showroom at 80 West 40th St., New York.
To observe the occasion, Joop had about 200 guests at a cocktail party for the New York theater group Naked Angels Tuesday night, when Joop vice president Daniel De Costa provided tours of the two-story, 3,800-square-foot space that overlooks Bryant Park and Sixth Avenue.
The new space is more than triple Joop’s former showroom at 214 West 39th St., De Costa said. The company refers to it as the Joop Jeans Gallery. It plans to host various cultural, social and fund-raisingevents every two months.
“Wolfgang [Joop] is very tied into the art world, and we thought it would be something different. We’ll see if it flies,” said De Costa.
The fixtures include anodized metal tables that incorporate the Joop exclamation point logo and that convert to rolling racks.
The men’s denim line was first tested in the American market at the end of 1993, and a women’s denim collection is currently being launched in the U.S. for spring.

LEVI’S ON LINE: With its headquarters so close to Silicon Valley, it was inevitable that Levi’s would eventually end up on line.
Now the San Francisco-based denim manufacturer is available to communicate with interested parties on the Internet. By posting their comments to Levi’s address (, consumers can comment on products, find out where to buy Levi’s near them, and “just say, ‘Hi,”‘ according to a spokeswoman for the company.
“We have two people in our consumer affairs department who are dedicated solely to cyber and answer all the comments,” said the spokeswoman. “What’s been surprising is the amount of comments we’re getting from international consumers.”

SHERMAN TO MADE IN THE SHADE: Mona Sherman has been named to the new post of vice president of sales for Made in the Shade, a junior denim line in Los Angeles. She will handle national sales and will work in New York at the company’s offices at 1466 Broadway, New York. She reports to Alex Lawlor, president of the company.
Sherman was most recently with Perry Ellis Men’s Wear as vice president of sales for the Portfolio line. Prior to that, she was president of Perry Ellis America for women.