LOS ANGELES — As branding becomes everything in the modern marketplace, a pedigree name has evidently become par for the course.

Eastwood Ranch, the contemporary denim line launched this season by Alison Eastwood — daughter of Clint, has hired on to its design team Sheridan Tyler — son of couture and ready-to-wear designer Richard.

The 26-year-old Tyler grew up in his father’s business, serving as muse for men’s wear and assisting the design team. Then, days before Christmas — and before he was set to relocate to New York — he joined Eastwood Ranch.

“I needed to get away from L. A. and from working for my family,” said Tyler, who lived in Melbourne and London before settling here with his father in his late teens. “I’d been [at the Richard Tyler studio] off and on for eight years and I could tell I didn’t really have the interest in doing couture.”

In fact, Tyler’s previous industry jobs involved consultation on streetwear lines 555 Soul, Haze, 25 and Fresh Jive, as well as modeling. The slender brunet is a fixture on the local nightlife scene, known for his dapper mix of street edge and Saville Row flavoring.

A mutual friend introduced him to Eastwood, who, he admits, he didn’t know much about.

“We met and we just knew we could work together,” recalled Tyler recently from the Eastwood Ranch studio in Westwood. “I’m here to pick it up a couple of notches in quality and tailoring.” That means, he said, “more fitted silhouettes, sexier fabrics and funkier” flourishes.

But don’t expect Eastwood Ranch to go too trendy. “We’ll always strive to offer a balance,” insisted Eastwood, a blond former model herself, who prefers time with her five horses at her home in Carmel, where her father was mayor.

Tyler was hired for his knowledge of construction, affinity for tailoring and his inherent style, pointed out chief executive officer Jeremy Lew.

“This company is striving to take time-honored fits and put them in a contemporary context,” said Lew.

“Sheridan’s experience is instrumental in taking our brand to the next level,” Lew added. “To be competitive now in such a saturated denim market, we made a collective decision we wanted to bring someone who could bring a fresh perspective to this market. Sheridan really gave us another point of view. It’s not like he’s been in this market working for other denim brands. “

Eastwood Ranch bowed at retail this spring, appearing at American Rag here, Fred Segal in Santa Monica, Big Drop in New York and E Street Denim in Chicago, among other shops across the U.S.

The list is expected to grow to 50 doors by summer’s end and sales are expected to break $1 million by the end of the year. International distribution is being considered. Denim Area at the New Mart here is carrying the line.

“We had opportunities and I’m sure if we wanted to, we could’ve just gone boom,” said Eastwood. “But we wanted to keep it privately owned, keep it small for now.”

For fall, Tyler is creating tailored denim suitings for men and introducing soft leather skirts for women that will maintain what Eastwood calls the line’s “American spirit.”