Charley 5.0 Takes On the Denim Market

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The denim market may be one of the more oversaturated ones, but there's a new brand on the scene already making waves. Charley 5.0, a small, three-person line (owned by a parent company called Salt), is designed by Yalenis Cepeda, with Marcy Feldman (creative director) and Susan DiMeo (sales) rounding out the team. The trio launched the label just this spring with the idea to create denim that was flattering, fun, and not just for jeans. The result is a line of skirts, dresses, and yes, skinny stretch pants that has everyone from Rihanna to Blake Lively to Whitney Port as fans. "We took an American staple and added flair and fashion to it," Susan DiMeo told us. "At the time I started thinking of Charley 5.0, denim was nothing but your basic five-pocket jean; it looked old and boring to me, so we decided to play with different fabrics and add treatments that you wouldn’t normally think of to denim. We made denim sexy." That sexiness is evident in the sportswear-heavy line, which veers toward seventies-style, playful party looks. "You’ll see inspiration from every era. Our late-fall delivery channeled the 1980’s rock star and spring 2010 we got back to a seventies, retro hippie feel." Charley, which ranges in price from $98 to $298, is carried in stores all over the country, like Intermix, Kitson, Planet Blue, Scoop, Niemans, and Revolve, and is a featured designer on FadMashion. Not bad for a recent launch. Check out some looks currently in store.

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