Silver Jeans Co. is getting into the sportswear game.
The Canadian denim brand has licensed Modextil Inc. to manufacture and market a line of men’s sportswear as well as men’s and women’s outerwear under the Silver Jeans Co. label. It will launch at the Project trade show in August for the spring season.
Based in Montreal, Modextil holds the licenses for the Save the Duck and Report Collection.
“We strongly believe the expansion of product categories will further enhance our brand and its strategies,” said Michael Silver, chief executive officer of Silver Jeans. “Modextil has many years of experience in the men’s wear category, and we feel the combination of that expertise and our brand heritage and values will result in an extremely positive future for both our companies.”
The line will take its cues from the denim collection and will include T-shirts, long-sleeve Henleys and joggers in stretch fabrics such as jersey. Techniques including enzyme washes and garment dyes will be used, and details such as Western snaps, chain stitching and textured yarns will also be employed in the sportswear offering.
For the outerwear, lightweight hoodies, overshirts and jackets such as the M65 bomber style with distressing and vintage elements will be featured. Details including rivets, shank buttons and heavy stitching will make the collection complementary to the current denim line.
“We are proud to partner with such a highly respected player in the denim world and be involved with such an integral part of the brand’s lifestyle,” said Henri Abitan, president and ceo of Modextil.
Retail price points will range from $38 to $48 for the T-shirts, $48 to $68 for knits, $68 to $88 for wovens, $68 to $88 for sweatshirts and $118 to $158 for outerwear. The collection will be sold through Silver Jeans Co.’s existing distribution channels, as well as on its web site and at the flagship store in Minneapolis.