J. Press York Street brand to be discontinued

J. Press York Street is coming to an end. Fear not, however, because the company isn't folding, nor is it going away entirely, but, rather, their parent company Onward Kashiyama is taking a different approach to the brand. A year ago, J. Press York Street parted ways with their consulting creative directors Shimon and Ariel Ovadia who designed the collection for four seasons.

This was a sign that J. Press York Street would be seeing a new future. A year later, Onward Kashiyama has decided that they will be folding J. Press York Street into its flagship brand. J. Press York Street will now become a sub-label called J. Press Blue. Mikito Takeshima, who joined the company in 2014, will be the label's designer.

J. Press York Street brand being absorbed into flagship brand

“We started to see a shift in customer buying habits, with a growing percentage shopping both brands. The decision to combine the businesses just made the most sense,” Onward USA President Takashi Sudo was quoted saying to WWD. The new J. Press Blue label will be shown at Liberty Fashion and Lifestyle Fairs at Pier 94 in New York City from July 20 to the 22. The sartorial inspiration for the collection comes from the British preppy style with tailored clothing inspired by Sloane Ranger, while the sportswear offerings are inspired by the recreational side of city life.

The J. Press York Street on Bleecker Street in NYC will retain its name as an ode to the company's first store on York Street in New Haven, Connecticut, but, it will be carrying the J. Press Blue collection. When Sudo became president last year he laid out an aggressive plan to have J. Press expand in America. He has his sights set on opening stores in NYC, Chicago, and San Francisco.

Last January, J. Press shuttered their Madison Avenue store when renovations by their landlord forced them to close. They are still looking for the perfect location before they make their return to midtown. While the era of J. Press York Street might be over, J. Press is still continuing strong as ever, so fans of the brand just have a little something different to look forward to with J. Press Blue.

Photo:Essential Homme Mag