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DALLAS — Jet Lag, a Berlin-based men’s premium denim brand, is looking to attract fashion-savvy women willing to pay for premium denim with a new line that will hit stores this spring.

The women’s denim line debuted in August at the Fashion Industry Gallery wholesale market here, featuring ripped, distressed, resin-washed, patchwork and low- and mid-rise 12-oz. denim jeans. Gianpiero Di Bitonto, vice president of sales, said all Jet Lag jeans are produced in Italy.

Founder and designer Yosi Cohen applies a less-is-more philosophy to the line, offering only four women’s styles in two or three washes for the spring collection.

Dallas-based TriColor International holds the exclusive distribution rights for North America. With wholesale prices ranging between $79 and $99, U.S. sales are projected to hit $3 million this year. The introduction of the women’s collection is expected to bump sales up to $7 million in 2006.

“Jet Lag already has an incredible following in Europe, especially in Germany where the company is based, Russia, Austria, Poland and Denmark, and we sell to over 300 specialty store accounts in the U.S. now with men’s. We expect many of those stores to pick up the women’s line, too,” said Di Bitonto. “We’re selling at least 2,000 pairs of denim jeans a day in Europe and will generate about 50 million euros [$60 million] in 2005 in Germany alone.”

In addition to Fashion Industry Gallery in Dallas, Jet Lag wholesales at markets in Los Angeles, Chicago and Atlanta, and plans to open a New York showroom in 2006.

This story first appeared in the October 27, 2005 issue of WWD. Subscribe Today.

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