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WWD News: Life/After/Denim Offering Style at a Price


by Khanh T.L. Tran

Posted TUESDAY JULY 07, 2009

From WWD ISSUE 07/07/2009




Photo by Courtesy Photo




Photo by Courtesy Photo

LOS ANGELES ??” Men who need a wardrobe to wear after college can seek refuge in Life/After/Denim.

Launching this fall with more than 20 styles and nary a pair of blue jeans in sight, the Los Angeles label tweaks military uniforms and prep-school wardrobes to offer serviceable sartorialism with moderate prices. 

Retail prices start at $62 for short-sleeve woven shirts and $78 for pants. Outerwear includes $168 Melton wool military jackets, with the priciest reaching $425 for motorbike jackets cut out of lambskin leather. 

???We saw a marketplace for men??™s wear [that??™s] affordable and stylish,??? said Alexis Frey, co-founder of Life/After/Denim. ???Affordable being the key word. We wanted to go into a price point that is friendly and approachable.???

To offer even more bargains in these tough economic times, Life/After/Denim is simultaneously launching a lower-priced line that bears the same name but is represented by a black tag in contrast to the flagship??™s cream one. The styling for the offshoot reflects inspiration culled from the Sixties and Seventies, with less expensive fabrics and a brighter palette. Long-sleeve woven shirts in the diffusion line will retail for $58, or almost a third less than the counterpart in the main lineup. 

Urban Outfitters has already picked up the secondary line, while Nordstrom has signed on to carry both groupings. Other retailers that have placed orders for the main line include Planet Blue in Santa Monica, Calif., and Lisa Kline in Los Angeles, the company said.

???People are looking for value at this time,??? said Michael Choi, Life/After/Denim??™s other co-founder. 

Click here for the full story


–Nikki Cho Russo

Posted Jul 07 2009 in Uncategorized

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