DENIM DISH

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SASSON’S LATEST MOVES: Sasson Licensing Corp., the denim and casual apparel mass resource, has signed a license with Miss Juli Apparel Inc. to manufacture activewear under the Sasson label. Both companies are based in New York.
The line will include Lycra spandex and cotton blend tops and bottoms and is expected to ship for fall selling. It will wholesale from $2.50 to $7.50.
Miss Juli, which does about $70 million in wholesale volume, also manufactures the Miss Juli and Julianna labels as well as private label activewear. This is its first licensing agreement. It is expected to do about $10 million in its first year.
In other Sasson news, a new sizing program for its women’s jeans line has been introduced, starting with April shipments. Sasson will offer four silhouettes in three lengths and four finishes. The program will have its own in-store merchandising, such as color-coded pocket flashers and size strips.
Donald Chainus, vice president of sales for Sasson, said he expects the system to increase women’s jeans sales by 25 percent over the next year.
Sasson has also named Andrew Freeman media supervisor. He assumes responsibilities that had been held by David Barre, who has left the company. That includes advertising, production, in-store marketing and national promotions for the firm’s 3,500 mass market stores.
Freeman, who had been media planner at Tarlow Advertising, working on the Revlon, Ellesse and Nine West accounts, reports to Linda Elton, president of Sasson.

NEW AT RAG: Patricia Warren has been named president of American Rag Diffusion, a new Los Angeles junior denim firm. The line is an offshoot of American Rag, a two-store operation in the Los Angeles area.
Warren, who had been executive vice president for women’s apparel at The Broadway stores, will oversee sales and marketing for the line. American Rag Diffusion specializes in styles made from vintage fashions combined with new fabrics. Before The Broadway, Warren had been a senior vice president at Bon Marché stores. She will work with Mark and Margot Werts, the owners of American Rag Cie.
American Rag has also hired Scott Weiser as vice president of sales and marketing for the East Coast, and Leslie Zeman as account and marketing executive for the West Coast. Both will report to Warren.

O WEAR SOLD: Marithé & Francois Girbaud has sold the O Wear brand back to its original owner, George Akers.
Girbaud, whose North American business is licensed to VF Corp., has been struggling to post profits for four years and has been trying to rebuild its denim business.
O Wear, a line of organically grown cotton apparel made with dyes described as environmentally friendly, had been owned and operated since the beginning of 1992 by Girbaud.

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