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American Rag adds manufacturing to their brand

By Sara Ehlers

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Business

Contemporary brand American Rag Cie delves into creating a name for itself in the manufacturing world. The Los Angeles-based label known as a special retailer recently announced its switch to manufacturer.

The brand is popular in the local Los Angeles area for providing basic knits, premium denim, outerwear, footwear and more. Currently, pieces can range in price from 39 to 946 dollars approximately. The brand disclosed recently that it wants to boost its profit margins by producing clothes under two new private labels entitled 321 and Fadeless. The label 321 will offer light and easy pieces that are key for layering, while Fadeless will offer more edgy pieces. The new labels will range in price from 45 to 295 dollars. The move is supposed to help the brand overall with its sales due to the nature of competitive retail. “That’s what the market is asking for right now,” Mark Werts, co-owner of American Rag, told WWD. The new labels will be produced in Los Angeles as well as in China. Although locality is important, it isn’t a focus for the brand. “It’s more about style, than where it’s made,” Werts told the publication.

The California-based company was founded by Mark Werts in 1984 in San Francisco. The following year, the brand opened its first Los Angeles store. For the next 23 years, the company became reputable for its innovative, stylish clothing offering denim, footwear, tops, and bottoms. The brand currently is known for its specialty retail stores. The company currently has an employee base of about 42 employees. Previously the brand’s clothing has been manufactured by Tailgate Clothing company, which also provides clothing for Fred Segal, Scoop, and E Street Denim. Their products are sold in larger retailers such as Saks Fifth Avenue and Barney's as well.

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