Current/Elliott reintroduces sportswear

Los Angeles - Premium denim and apparel label Current/Elliott recently has decided to venture into a new category. After dominating Los Angeles’ fashion hub as prevalent menswear brand, Current/Elliott has decided to focus on sportswear for fall.

This will be the first time that the SoCal-based brand has offered sportswear in five years. The menswear brand has done well with its premium denim and trendy, vintage apparel for men’s. The company also introduced women’s jeans approximately eight years ago. However, in the brand’s relaunch, sportswear will be a main focus by mixing both utilitarian design with style. “[River Phoenix is] the muse I think about when I dress the Current/Elliot customer,” Kirk Von Heifner, men’s design director of the brand, told WWD. The new collection will include a camouflage jacket, vintage jeans, and various t-shirts with designs in tribute to Phoenix’s timeless style. Prices will range from 88 to 258 dollars approximately. The new sportswear angle comes from a need to stay competitive in the menswear industry in Los Angeles. “Now is the time to get behind our men’s business after receiving multiple requests from our customers,” Jack Schwefel, chief executive officer of parent company of Current/Elliott (Dutch LLC), told the publication.

Current/Elliott originated in 2008 from founders Emily Current, Merritt Elliott, and Serge Azria. The trio, which came together for the innovative brand, is currently held under its parent company Dutch LLC. The fashion distributor and retailer also distributes fashion brands such as Equipment and Joie. With 500 employees currently, Dutch LLC is based currently in Vernon, California.