Genetic Denim changes price point in relaunch

Los Angeles - Denim brand Genetic Los Angeles is in for a makeover. The premium line is currently undergoing a restructuring in management and reorganization in order to improve the overall benefit of the company.

After gaining a new owner just last year, the California-faved denim label is currently under Hubert Guez’s control. Guez took over from founder Ali Fatourechi last August. Creating a turnaround for the fashion line, Genetic will improve by minimizing inventory problems and “tightening general operations,” according to Racked LA. The company will also lower prices as a result of creating all products in-house. Even though the production location will change, the construction and attention to detail of the jeans will remain in tact. The styles, which range in price up to approximately 300 dollars, will also still have the same cuts and designs including “skinny,” “bootcut,” “cigarette,” and more.

However, the new changes will affect the brand’s overall appearance and internal structure. The company plans to revamp prices to make them more affordable as well as create direct management of production for the jeans. The denim brand, which has been around since 2006, is taking a new hold on domestic production. The premium line is sold at retailers such as Neiman Marcus, Bloomingdale’s, and Barneys New York. With the upcoming price change, there is no confirmation on whether the brand’s retailers will be affected.