Paul & Joe is eyeing a younger customer.
This story first appeared in the April 19, 2012 issue of WWD. Subscribe Today.
The Paris-based fashion brand will launch a men’s diffusion collection, PJ Paul & Joe, for fall that is designed to appeal to a younger, more trendy male consumer. The PJ line will continue to offer the brand’s signature retro influences, but will be a bit less classic, with slimmer fits and more emphasis on prints and color. The initial collection will include letterman jackets, printed slacks, relaxed sport coats and vests and beefy “Grandpa” sweaters.
“The inspiration for PJ was more urban and laid-back styles: T-shirts, wool plaid shirts, corduroy pants, short padded jackets, chunky knits and animal prints,” said Sophie Albou, creative director and founder. “PJ is both independent and affordable.”
The prices will be about 30 percent lower than the Paul & Joe collection and will range from around $150 to $800 retail.
In the U.S., the collection will be carried in the company’s flagship in Los Angeles as well as on its Web site and on MrPorter.com.
Paul & Joe was founded in 1995 as the Mister Paul & Joe men’s collection. Since then, the brand has branched out into women’s ready-to-wear; a women’s diffusion line, Paul & Joe Sister; children’s, Little Paul & Joe, and beauty, Paul & Joe Beaute. A housewares collection, Paul & Joe La Maison, is being launched for fall.
The company operates more than 60 stores around the world including its most recent addition in Saint Petersburg, Russia.