Kiln debuts a new fashion brand not targeted at millennials

Kiln is coming to Los Angeles this season in order to create a new niche in the fashion market. The collection is launching this Thursday, May 9, on KilnApparel.com with approximately 90 pieces.

The new line will launch on the website including both menswear and womenswear pieces. With an emphasis on the spring season, the collection will include blouses, button-downs, pants, dresses, t-shirts, and more ranging from approximately 115 to 595 dollars in price, according to WWD. The pieces will also have a modern, clean aesthetic encompassing a subdued color palette. The fabrics used consist mostly of jersey materials, Lyocell, silk, rayon, linen, cotton and more. “I have no background in apparel and fashion, though I’ve always had an interest in it. I was looking to do something different with creative and design opportunities,” chief executive officer Scott Carter told the publication.

Carter also acts at the managing member and founder of the brand. In the past, he worked at Summit Partners and Sequoia. The new launch will be his first foray into fashion with the line. In order to target a market from ages 35 to 40 years, the line will also range in sizes from 0 to 14. By focusing on a specific niche, it'll be interesting to see how Kiln fares as a brand in Los Angeles.