Victor Cruz

The denim brand is producing its first celebrity capsule collection with New York Giants player Victor Cruz.

Victor Cruz has made another fashion play.

The New York Giants player, who fronts Givenchy’s fall 2015 campaign, has partnered with denim line 3X1 on a capsule collection that will be available this September. This is the first celebrity collaboration for the denim brand.

“We really like him as a person,” said Scott Morrison, founder of 3X1. “He came into the shop the first time after the Giants won the Super Bowl and we’ve always wanted to do something a little more unique and special on the men’s side.”

Cruz brought back ideas from a Japan research trip to help design the five-piece collection, which is called A Fall to Remember.

According to Morrison, the line is made from Japanese fabrics and features core items that can fill out a guy’s wardrobe. It includes a classic shirt-jacket with vintage-inspired patch details; a long-sleeve chambray shirt with ombré detailing on one sleeve; a coated denim pant with a tuxedo stripe; a pair of ripped jeans made from stretch selvedge denim, and an indigo dyed wool Melton military coat.

The line is priced from $325 for the tuxedo pant to $1,325 for the pure indigo wool coat and proceeds from the collection will go to the Victor Cruz Foundation, which brings science, technology, engineering and math education to the Boys and Girls Clubs in New York City and New Jersey. The collection will be sold on, within its stores and a few wholesale accounts.

Morrison told WWD that 3X1 is in growth mode and playing in categories outside of denim. The brand recently worked with Token Surfboards on a capsule collection of boards inlaid with denim.

“We are having some fun and starting to inject newness in a different way. We don’t just have to be focused on denim,” Morrison said.

The brand also recently opened its second store in Southampton and will celebrate the space with a private dinner Friday and a series of in-store events over the weekend.

Morrison said other retail plans are in the works.

“Nothing is set in stone yet, but we are definitely excited about retail,” said Morrsion, who expects to open stores in the first half of 2016.

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