DANENBERG TO SEVEN

Byline: Katherine Bowers

LOS ANGELES — Rising-star denim brand Seven Jeans has hired designer Rebecca Danenberg to steer the ultra-hot line into a collection.
Danenberg, who produced an edgy namesake line for seven years before filing for bankruptcy last year, will relocate here and work closely with Seven’s designer and co-owner, Jerome Dahan. Their first collaboration will make its debut for fall 2002, she said.
“I enjoy jeans and pretty blouses,” she said. “It’s the way the market is going, and I thought it would be an ideal opportunity to get on the bandwagon.”
She will continue to work on her Danenberg line, launched six months ago. She describes that line as a “return to my roots … rich punk, edgy.”
The native New Yorker said she relishes the Left Coast’s energy.
“A lot of downtown L.A. designers are very cool, very up-and-coming. New York is very stoic and conservative now,” she said. “L.A. is much more experimental.”
Bringing on Danenberg will give Dahan the “breathing room” in his schedule to launch Seven Jeans for men, said Michael Glazer, who is a partner in the business with Dahan and backer Peter Koral.
Meanwhile, Seven has continued to impress retailers. Glazer said the company will eclipse its original $15 million projection, though he declined to be more specific on revenues. And, in an atypical performance, average orders for Seven have doubled since Sept. 11, he added.
The Danenberg deal may only add to the momentum, as retailers seek shelter in strong brands.
Retailer Nicole Wachs, who carries Seven in her three Sara boutiques around Southern California, applauded the collaboration.
“Jerome has done a fabulous job already,” said Wachs. “Hearing that news [about Rebecca] I think it can only get better.”
Wachs pointed out that Danenberg already has a track record with trends. “She was one of the first to come out with a sweater coat three years ago and she really put it on the map. I’m a big fan.”