Alvin Valley, known for his women’s pants, has expanded his collection for fall to include tailored jackets, coats, shirts, blouses and dresses, while still keeping it “all about” and built around his pants.
This story first appeared in the March 18, 2014 issue of WWD. Subscribe Today.
“It really isn’t a full-on collection like I used to do, but just more relatable pieces to the pants,” said Valley. He said he spent the last year perfecting the pants’ fit, and customers wanted to know what to wear with them to complete the look. He described them as “uniform pieces for the woman who doesn’t have the time to figure out what she needs for her busy day.”
Jackets will retail from $498 to $988, blouses from $378 to $598 and dresses are $478 to $798. Valley has partnered with Italian mills for the fabrics. He described the look of the collection as modern, yet minimal. “My notion of femininity abandons frills and excess, in favor of a streamlined ease. For jackets and pants, the look is a bit more relaxed, and I have been designing pieces that look layered or multiples in one. The foundation is strongly rooted in modern, minimalistic architecture and precise tailoring,” said Valley.
Since 2012, the designer has sold his line exclusively on his own Web site, but for fall he’s expanding his distribution to one retail partner, which he declined to reveal at this time.
Valley has also updated his Web site, working with interactive design firm Sweden Unlimited. The two companies have spent the last year developing and refining the e-commerce flagship experience. The new Web site is expected to be fully operational today.
“With the marked increase in both mobile browsing and mobile sales, and as e-commerce continues to disrupt luxury brands, we sought to create a more visually pleasing, easy-to-use, and ultimately rewarding experience for our clients,” said Valley.
For example, there’s a new Pant Guide, where shoppers can browse Valley’s signature product and read supporting editorial content. The site will also feature content generated by Valley’s Instagram, Twitter, Facebook, Pinterest and Tumblr channels. Ravelin, the new editorial wing of Sweden Unlimited, created the photography and video. The imagery was shot in and around Ravelin’s studio in Manhattan’s NoLIta neighborhood.
Last September, Alvin Valley Holdings Inc. secured an additional $3 million in financing, bringing the total to $4 million raised since relaunching the business in 2012. The funds were raised by venture capital firm Forerunner Ventures, with participation from Wilderness Point Investments, along with other investors.