U.S. Design Group this week added another brand to its jeans stable, acquiring the rights to produce the Request label in the U.S.
The company, which is owned by the Jebara family and which also produces the Zana-di, Pepe Jeans and Paco Jeans labels, plans to launch Request for spring retailing, targeting the junior and young men’s markets.
Assad Jebara, chairman of U.S. Design, said he’d been impressed by the brand’s performance in the European market in recent years.
“We like the name and the way it sounds,” Jebara said. “It felt like the right move to make, and we decided to go ahead at this time.”
The rights to the brand were last held by the Canadian firm Elevation Ltd., which also produces the Buffalo line. It hadn’t been sold in the U.S. for four years, according to Jebara.
Gaby Bitton, president of international development at Elevation, confirmed the transfer of the licensing rights. Jebara declined to comment on the terms of the deal.
Jebara said the line is “all about fashion, of course, from fabrics to washes and finishes, as well as flavor. As we know, right now the denim business is becoming a little more of a basic product business.”
The line will be targeted at department and specialty stores, with targeted retail prices of $48 to $78 for bottoms and $28 to $68 for tops. The company plans to run print and broadcast ads to back the launch.
Jebara said within two to three years of its launch, he believes Request could be a $100 million business for U.S. Design.
“It’s not one product, one garment,” he said. “It’s more of a collection concept.”