Minimizing channel conflict is always a challenge for an apparel vendor that is also a retailer. Italian denim powerhouse Diesel wants to keep its specialty accounts bustling, so has begun selling its exclusive Limited Edition line to three status boutiques: Villains Vault in San Francisco, Ron Herman/Fred Segal in Los Angeles and Jones in London. Extensive hand-scratching, stone washing and oxidizing gives the premium product — those Diesel artisans produce only 1,000 numbered pieces a month — vintage effects, even aged smells. The year-old line of jeans was introduced in Diesel’s Denim Galleries in New York, Tokyo and Osaka, and will hit the boutiques later this month. Retail prices start at $200.
“I had approached them in the last year about what they could do for their specialty accounts since they have two freestanding stores in San Francisco and we need to be unique from them,” said Randy Brewer, general manager for Villains Vault. “This is a great product to have since those stores won’t carry it. When you get something of this quality, people will spend more.”