For the past couple of years, Joey Adler, the former chief executive officer of Diesel Canada, has been immersed in Millennial life while working on Dept. of Good, a for-profit retail ecosystem that will launch later this year. She’s used those findings to introduce Shades of Black with Trey Alligood, who serves as creative director and previously worked at Gents.
“Working with Millennials has inspired me to understand how we, the Baby Boomers, have lost completely the notion of less is more. For Millennials, life is about living. Not about amassing,” said Adler. “Living life and shades of black in its simplicity is actually full of fashion complexities. The pieces are so versatile and can be adapted to a variety of settings.”
Shades of black is a gender-neutral line that’s built around tones of black, white and gray. The line, which retails from $48 to $595, includes denim, jackets, sweatshirts, hoodies, bomber jackets, shorts and T-shirts that are made from Japanese silks, Italian leather and suede, French terry and bamboo cotton. According to Adler, the pieces can be worn as basic separates or layered together to create more fashion-forward looks.
The collection, which will be available in December, will be released every few months. It will be sold on Shades of Black’s e-commerce site and select boutiques.
“We aren’t afraid at all of stores not understanding how to merchandise the brand,” said Adler. “One of the best parts of the collection is you can get dressed in the dark and come out looking completely put together as every piece either layers or goes back to the other pieces in some way.”
Shades of Black will partner with Adler’s Dept. of Good, and it will raise awareness and funds for Human Rights causes. Going forward, the organization will work with other brands to support different nonprofit organizations.