USA -- Premium denim leader J Brand is motivating fashion trendsetters to revisit their favorite local boutiques. Specialty stores will maintain their competitive edge by introducing J Brand Boutique – a new line featuring unique design details, washes, and for the first time from J Brand, jackets and knit shirts.
“We wanted to create a unique product that offers soul and, a very important distinction, exclusivity! Boutique is a limited assortment created for the finest specialty stores around the world,” said President and co-founder Jeff Rudes.
Always the innovator, J Brand Boutique combines seven new vintage-inspired washes, pocket linings influenced by vintage Japanese rice bags, and newly designed labels with stitching reminiscent of hand embroidery. Inspired by their travels to culturally rich destinations, the design team named each wash after cities such as Sydney, Berlin, Seville, Lima, Liverpool and Kyoto.
J Brand Boutique features always-flattering styles with the same great fit customers have come to expect from J Brand. A variety of aged, clean and worn-in washes make these jeans, tops and jackets the ideal separates.
“Boutique is the perfect way to create and merchandise tops and jackets that work with our J Brand aesthetic,” said Creative Director and co-founder Susie Crippen. “We have the ‘Q’, a new twist on the boyfriend jean that offers a sexier, more feminine way to wear a slouchy rigid denim jean. It is my new favorite.” The collection offers cropped denim and moleskin jackets as well as 100% cotton knit shirts.
Legendary Los Angeles retailer Ron Herman, whose eponymous boutique at Fred Segal is known for setting the tone of West Coast style, is eager for the new approach. “J Brand remains a leader among status denim companies because of fresh ideas like Boutique. They are remaining true to their core values while introducing exciting new products in a more limited setting.”
J Brand Boutique will launch this July at Barneys New York with worldwide rollout in August at specialty stores including Dover Street Market in London, Le Bon Marché in Paris, Biffi in Milan, and Ron Herman in Los Angeles.