Joe's Jeans adds accessories category

Sequential Brands Group, the parent company for Joe's Jeans, has signed a licensee agreement with Showroom 35 for Joe's Jeans accessories. The long-term agreement makes Showroom 35 responsible for the design and manufacturing of handbags and small leather goods for the brand. The first accessories collection is expected to hit retail stores in fall 2016.

The offerings will be available at high-end department stores, Joe's Jeans retail stores, and online. The expected price points for the collection will range from 138 dollars to 288 dollars.

Founded in 2001, Joe's Jeans intellectual property assets were sold to Sequential Brands Group for 67 million dollars last September. Global Brands Group, the company behind certain aspects of sourcing and production for Joe's Jeans, eventually also acquired certain parts of the brands operational assets for 13 million dollars.

Joe's Jeans to expand into other categories

Joe Dahan, the brand's founder and creative director, hopes to eventually expand the brand into other categories like outerwear and sweaters for both men and women. He told WWD that for the "first time, we are able to create a comprehensive collection to allow them to explore the Joe’s lifestyle.”

As part of their growth, Sequential is also working on finding space to open a Los Angeles-based office. A marketing campaign is also in the works for spring 2016.

The Showroom 35 licensing agreement marks the first non-apparel agreement Sequential has signed for the brand since acquiring it in September.

In the face of what many believe to be a struggling denim market, with domestic denim sales dropping six percent in the U.S. according to an NBC News report, it only makes sense for Joe's Jeans to expand into other categories. While denim might always be a staple in the American wardrobe, it is losing ground to items like sweatpants and joggers as the athleisure trend is still going strong. These new accessory offerings can help make up for lost revenue from denim, and potentially spark a domino effect for other primarily denim companies like True Religion.