DENIM DISH

Campos Joins Nautica
Sandra Campos joined Nautica Jeans Co. on Monday as senior vice president of the women’s division after spending 5 1/2 years at Polo Jeans Co.
In the newly created post, Campos oversees sales, merchandising and design. She reports to president Paulette McCready.
Her position includes the duties previously performed by vice president of sales Opala Avidu, who left the company Feb. 22. In addition to sales, Campos will oversee merchandising and design — duties previously handled by McCready.
Campos said she wants Nautica Jeans to stand out in stores where customers are offered a dizzying selection of denim brands.
“My long-term goal is to make Nautica Jeans Co. a viable and strong presence within the department stores and speciality stores,” she said. “I am looking to really differentiate it from the rest of the brands+making sure we have the right fit, the right washes and really evolving the product from where it’s been.”
At Polo Jeans, Campos most recently served as senior vice president of the women’s division.
Before Polo Jeans, Campos spent one year as the national sales manager at Esprit de Corp.’s now-defunct Susie Tompkins division and 3 1/2 years as an account executive at DKNY Jeans.
At Polo, Campos was succeeded by Kimberly Hill, who was promoted Monday from senior director of corporate accounts. Hill reports to Eric Rothfeld, chief executive officer of Sun Apparel Corp., which produces the Polo Jeans Co. line.

Survivor’s Blues
Fashion victims live dangerously, at least according to Mustang’s new “True style never dies” ad campaign.
The ads began appearing in German consumer magazines such as Amica, Fit for Fun, Max, Stern and TV Movie in mid-February.
The first of three planned ads portrays a young fashionista in lilac bell-bottoms, a leopard-print shirt and wide gold belt, lying splayed out on the street. Questionably conscious, though her eyes are open, she’s surrounded by three men in blue jeans, faces unseen but apparently caught up in the sorry sight or busy reading the message written in chalk on the street next to her body — “No More Fashion Victims.”
The German jeans maker wouldn’t unveil the two upcoming motifs, but an official there said the next ads will also illustrate the potentially lethal effects of straying from the tried-and-true blue jeans path.
The campaign was developed by Hamburg-based agency Springer & Jacoby.
The three ads will run in a total of 16 German and Austrian magazines through April and then again between August and October, inclusive.
Reaction so far has been “very positive,” according to a Mustang spokeswoman. One German retailer did complain that the ad presented violence in a positive light, she acknowledged, “but one only.
“For the rest, it’s been clear that there’s a bit of a wink involved.”

Bendel’s Big Heart
An in-store promotion this week at Henri Bendel is targeting the New York retailer’s denim-savvy — and socially conscious — clientele.
For the duration of the “Be a Denim Diva” promotion, which kicked off on Monday and ends Saturday, Bendel’s will donate 10 percent of all denim sales to Love Heals: The Alison Gertz Foundation for AIDS Education.
Teril Turner, Bendel’s director of marketing, described New York-based Love Heals as “a great organization with a very committed group of people associated with it.”
“We feel very strongly about charitable organizations that empower people, especially women,” she said.
Bendel’s placed an ad in this week’s issue of New York magazine to promote the event. Brochures about Love Heals and its activities have been placed in the store’s denim department.
Turner said the store, which carries Frankie B, Jill Stuart Jeans and Earl Jean, chose to focus the promotion on its denim offerings, since the retailer is seeking to increase customer awareness of the category.
“We wanted to create a promotion that would focus on the emerging edgy brands that we’re carrying in our denim department,” she said. “We’re also letting the customer know that we’re a source for denim because we haven’t necessarily been known for denim so much in the past.”
Love Heals executive director Jasmine Nielsen said she is “delighted” that Bendel’s is lending its support to AIDS awareness.
“We’re always looking for innovative fund-raising strategies where we can partner with other organizations,” she said. “There is donor fatigue when it comes to HIV-AIDS issues and this is a fun way to remind people that AIDS is still a very real threat.”

An American Dream
Peter Golding is in a New York state of mind.
After a few years of trying to extend the reach of his eponymous jeans brand into the U.S., the British designer has found some American partners and opened up a New York office.
“I’ve been in and out of America for a few years,” said Golding in a recent interview at the new Manhattan offices of Peter Golding America. “I was trying to do something out of Los Angeles and I didn’t realize that the whole center of the industry was New York.”
Working with partners Arnie Winick, who is handling sales, and Neal Orman, who focuses on distribution, they have introduced the Peter Golding label for the fall retail season.
The collection focuses on stretch jeans, which Golding has been designing since the late Seventies, when he we worked for Britannia. Built around a style called the 078 — the last two digits are the year in the last century when Golding’s first pair of stretch jeans hit the market — the line is targeting better specialty stores, with wholesale prices running from $45 to $75.
Over the past two decades, Golding spent much of his time designing private label garments for a number of retailers.
It hasn’t all been hours of drudgery with scissors and cost-sheets, though. In the late Nineties, Golding found time to indulge his first passion — the harmonica — releasing a compact disc called “Stretching the Blues.”
However, as European consumers started to become more accepting of jeans that retail for $100 or more, he turned more of his attentions to developing his own brand, which “took off” over the past two years, he said.
Now that the super-premium jeans phenomenon has established itself in the States, Golding thinks that he can find a new market for his embellished and detailed jean styles.
“The $100 jean is now here, so I can bring in the real products we’re doing in Europe,” he said.
While Golding thinks big, Winick said the company is taking a guarded approach to developing its U.S. distribution.
“We want this business to be a specialty-store business. We’re protecting the distribution,” he said. “Our goal is to sell 150 of the best stores in America.”