- Sara Ehlers |
Los Angeles - Known for its trendy clothing and expansive online presence, Revolve Clothing has become a respectable brand in its own right. In the California-based brand’s newest venture, Revolve has decided to turn to manufacturing and develop a new in-house brand of denim.
The newly launched line is entitled Grlfrnd Denim and is the company’s first ever denim line. The clothing will be targeted at women and will be produced by Alliance Apparel Inc. Alliance was acquired by the company last year, which helped the overall brand increase its labels. Currently, Alliance manufactures seven brands, including the new denim line. The denim will include rips and tears as part of a retro style with both upscale and vintage looks. The entire collection is also exclusively made locally in Los Angeles. The 18 styles for the denim range from Cara to Kendall, with models as a an inspiration for the jean names. The idea for the new denim brand is create looks that can be photographed at any time. “[The brand is] just looking to those women who are constantly being photographed, on the runway, off the runway,” Raissa Gerona, vice president of brand marketing and partnerships at the company, told WWD. The collection retails currently from 160-398 dollars, with denim falling averaging around 200 dollars.
Along with introducing the new denim, this falls as the brand’s first venture into manufacturing. After acquiring Alliance, Revolve expanded with three additional brands: Tularosa, NBD, and Friends + Lovers. Since its establishment in 2003, Revolve has acquired over 500 labels that retail on its website. Deciding to bring in a new brand serves as Revolve’s way of appeal to more of a youthful target. “[The line] gives a little flexibility to focus on the young Millennial customer,” Michael Mente, co-founder and co-CEO of the brand, told WWD.