Spurr is branching into two collections at different pricing tiers in an effort to position itself for global distribution. The split, which will take effect for fall 2010, is the first strategic move since Tommy Fazio became president of the emerging brand designed by Simon Spurr.
This story first appeared in the November 5, 2009 issue of WWD. Subscribe Today.
Spurr will be a contemporary collection of denim-related sportswear such as T-shirts and jackets. The label is going back to its roots, having launched three years ago with jeans at Bergdorf Goodman, where Fazio was the men’s fashion director. Spurr since has evolved into a full designer collection, but starting with the fall 2010 collections, the designer offerings will bear the new label, Simon Spurr. The Simon Spurr collection will feature hand-finished suits, leathers and knits, all made in Italy and France.
Spurr, the contemporary collection, will continue to be made mostly in Italy.
“This will allow us to open more points of distribution,” said Fazio. “Because internationally, they are looking for collections, not American jeans lines. So that’s what we’ve done.”
Designer Simon Spurr, who started the business with Judd Nydes, said the two collections would be presented together in February.
“It’s very important to us that Spurr is not perceived as a secondary line. It’s complementary. It’s for different occasions than Simon Spurr,” the designer said.
He has enjoyed a bit of a whirlwind since September, when Fazio joined the company. Spurr joined the Council of Fashion Designers of America and the designer is a finalist for both the Vogue/CFDA Fashion Fund Award and the Ecco Domani Fashion Foundation prize.