Adam Lippes is creating his first full men’s wear collection for luxury e-commerce site Matchesfashion.com.
According to Lippes, his original plan was to sell a small assortment of men’s wear on his e-commerce site, but after mentioning the line to the team at Matchesfashion, which sells his women’s collection, they became intrigued and started to work together on the assortment.
“My whole concept is a little fashion in men’s can go a very long way,” said Lippes, who added that during trunk shows many female customers ask about men’s wear. “These are seasonless clothes that the customer is going to live in. They aren’t fashion with a capital ‘f’ pieces that are going to be marked down.”
The 16-piece line, which Lippes is calling “ath-luxury,” includes knits made with a double-face Italian merino fabric, dress shirts in two lengths, T-shirts, casual cotton pants, wide cotton shorts and a sweatshirt. The collection, which retails from $95 to $390, comes in a neutral palette of powder blue, heather gray, navy, tobacco and white. It will be available on Matchesfashion.com and Adamlippes.com on Jan. 26.
This isn’t the first time Lippes has designed for men. His first line, Adam+Eve, which he launched in 2004 and later sold, produced men’s and women’s basics and he’s continued to sell the men’s T-shirts under the Adam Lippes label for the past three years.
Lippes says he doesn’t foresee selling this collection to retailers other than Matchesfashion and his own e-commerce site.
“I’m not into this buy-now-and-wear-now idea, but distributing the collection this way frees up when the product is available seasonally so just when you are looking for that great, double-face cashmere coat, it’s available but at full price,” Lippes said. “I see this almost as a test where we can learn a lot because Matches has such a far reach.”
Lippes, who brought on Michelle Gaster Wasserman as chief executive officer last September, is also focused on women’s collections that will be sold exclusively with a partnering retailer and on his own e-commerce site. Wasserman most recently led the North America e-commerce business for Coach Inc. and Lippes said digital sales are a top priority for the brand.