View Slideshow

Chaiken has a new brand up its sleeve.

This story first appeared in the November 7, 2012 issue of WWD. Subscribe Today.

The San Francisco-based company has launched a knitwear label called White, a contemporary collection of T-shirts, dresses, sweatshirts, sweatpants and shorts. The initial collection has 15 bodies with subtle details. Fabrics include French terry, Pima cotton, cotton linen blends and slub ribs.

Among the offerings are cropped T-shirts, muscle T-shirts, basic tanks, V-neck tanks, short tank dresses, raglan-sleeve dresses, lightweight sweatshirts and hoodies. The color palette runs the gamut from black, bone and white to baby blue, peacock, tangerine and rouge. Wholesale price points range from $22 to $42 for tanks and long-sleeve T-shirts; $51 to $72 for dresses and sweatshirts, and $59 for shorts.

White will be manufactured in Peru. Each garment carries the label “White,” with XS, S, M and L underneath. The size of that particular item is underlined.

Julie Chaiken, creative director and owner of the firm, said customers kept asking the company for T-shirts “and we wanted to come in with sharper price points.” Chaiken is known for its pants. The company’s president, David Lazar, was the former president of Three Dots, the knitwear firm, and has expertise in knitwear. The line is designed by Jeffrey Chow, who also designs the Chaiken collection. The business plans to launch e-commerce in the spring. Chaiken declined to give a first-year sales projection.

White’s first shipments will commence in February to stores such as Gilda’s Boutique in Boston; The Denim Lounge in Chicago; Knit Wit in Philadelphia, as well as through Isetan stores throughout Asia.