Fred Segal, the California retailer owned by Sandow, will next year launch its first designer collaboration with Kravitz Design called Fred Segal x Kravitz Design.
This story first appeared in the November 5, 2013 issue of WWD. Subscribe Today.
The offering will feature at least 10 unisex items spanning fashion accessories, clothing, travel accessories and a limited-edition motorcycle. Each item will be designed by Kravitz Design as envisioned by Lenny Kravitz. Prices range from $100 for accessories up to $100,000 for the limited-edition motorcycle.
Supporting the launch is Mark Styler Co. Ltd., which is opening several Fred Segal retail locations in Japan beginning next year. Fred Segal x Kravitz Design will be sold at Fred Segal stores in Tokyo and Los Angeles, as well as the Philippe Starck-designed SLS Las Vegas, where Fred Segal will open seven boutiques next year, including stores for women’s, men’s jeans, jewelry, shoes and home. The collection will also be sold at fredsegal.com.
“When we thought about launching Fred Segal’s first designer collaboration in 50 years, we approached Lenny and his team at Kravitz Design,” said Adam I. Sandow, chairman and chief executive officer of Sandow. “With his L.A. roots, sense of style and impeccable eye for design, Lenny really understands the Fred Segal brand and aesthetic. He was the perfect partner for our inaugural exclusive collection.”
Sandow said the first products will be launched in the stores in the second quarter of next year. There will be 10 products on a rolling schedule over the course of 12 months. Eventually, they plan to build a wholesale business around it, starting in 2015, said Sandow.
The collection marks Kravitz Design’s first collaboration with a retailer. “I grew up shopping at Fred Segal and have always felt connected to the brand and what it stands for — a vibe of laid-back luxury that resonates far beyond Los Angeles,” said Kravitz, founder of Kravitz Design, who wears many hats as a rock musician, writer, producer, designer and actor. (He plays the role of Cinna in “The Hunger Games” films).
Kravitz Design has done multiple projects ranging from chandeliers for Swarovski’s Crystal Palace Collection to reinventing Starck’s classic Kartell Mademoiselle chair. It has also designed suites at the SLS Hotel Miami Beach, as well as a two-story penthouse recording studio at the Setai Hotel and Residences and the 47-story bayfront condominium project Paramount Bay, both in Miami.
The deal between Fred Segal and Kravitz Design was brokered by Culture + Commerce, a Sandow company and design management agency that represents both brands.
“With a shared pulse on the latest trends and a background in California style, putting Kravitz and Fred Segal together was a natural connection,” said Michele Caniato, president of Culture + Commerce.
Fred Segal, known for dressing celebrities, rock stars and locals, is rooted in Hollywood culture. Founded in 1961, the retailer was acquired by Sandow in 2012. Last month, it opened a 2,200-square-foot location at the new international terminal at Los Angeles International Airport. In the works are branded products, e-commerce and lifestyle destinations around the world, starting with Tokyo in fall 2014. Sandow said Fred Segal plans to open another store in Los Angeles next year and is actively looking for space in Miami. As for the Los Angeles stores, he said, “Santa Monica is doing well, and Melrose is doing even better.”
Sandow said the Fred Segal store at LAX is the largest store in the airport, except for the multibrand duty-free mall. He noted that LAX is at 40 percent retail capacity and it’s already exceeding expectations. Over the next 12 months, it will be at 100 percent capacity. “It’s been a huge success so far,” said Sandow. “Price does not seem to be a barrier,” he said, citing strong sales with custom leather jackets by Gregory Siff retailing for between $2,000 and $3,000, and sunglasses by Anna-Karin Karlsson and Leisure Society, ranging in price from $600 to $900. He said the store is mostly catering to international travelers who are leaving Los Angeles. “They want to take a piece of L.A. home with them,” he said.