Anna Wintour–approved jeans label J Brand announced today that they're launching a full sportswear line for next spring. But they're shooting for a much ritzier customer than other contemporary denim turned sportswear labels, reports WWD.
With retail prices running between $200 and $1,500, J Brand is aiming to sell its new collection alongside Helmut Lang, Rag & Bone, Isabel Marant and Carven on the retail floor.
So in other words, don't you dare confuse them with those other, cheaper denim labels who expanded earlier:
Waiting until 2012 to introduce the new line — well after rivals such as Seven For All Mankind, Joe’s Jeans and True Religion have churned out several sportswear collections — allowed J Brand to build a significant denim business at retailers such as Barneys Co-op, Harvey Nichols, Ron Herman, Net-a-porter.com, Montaigne Market and Bloomingdale’s.
The brand, which has previously done collaborative capsule collections with Proenza Schouler and Hussein Chalayan, plans to add shoes and handbags in 2013, and will also open a flagship store in New York or London within three years, according to CEO Jeff Rudes.