Los Angeles - Under new ownership, Genetic Los Angeles is striving to change their business market through technology. Incorporating the web and social media, the denim label plans to shift its sales as well as overall manufacturing process.

Hubert Guez tookover the Los Angeles-based company last August. He worked under the original founder, Ali Fatourechi, as apparel executive. Now, as chief executive officer, Guez plans to change the way the company operates. By mixing in technology, the brand will shift its sales operations to online. “It’s the first time in our industry that technology meets fashion,” Guez told WWD. In addition, Genetic LA will start to focus on social media for its marketing strategies. This should in turn minimize all of Genetic LA’s processes of denim-making.

Fatourechi had started off the brand before by reflecting Los Angeles’ lifestyle in his jean designs. From there, he also worked closely with other names for collaborations. He received funding from Beechwood Capital and Archetypes Inc. in order to grow the brand. Although he no longer holds stakes in the company, Fatourechi was a major player in creating the Genetic LA name. Now under Guez’s management, the company will turn its focus to driving sales. According to WWD, he expects sales from Genetic to hit 50 million dollars through his social media strategy.





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