Overview
- The debut lineup features 11 styles across six women’s and five men’s options, including skinny, straight, wide‑leg and baggy fits plus trucker jackets and a women’s miniskirt.
- The collection is now on sale online and in 17 selected U.S. stores chosen for larger footprints and early feedback gathering.
- VIP members see prices from $79.95 to $119.95, while nonmember prices range from $109.95 to $174.95.
- Fabrics span ultra stretch, modern stretch at roughly 25% give, and rigid denim, with technical input from consultant Benjamin Talley Smith and production partners in Pakistan and Guatemala.
- Executives position denim as a potential $100 million‑plus pillar within a five‑year plan, citing slower athleisure growth and renewed denim demand, with prior expansions in menswear (~$300 million) and scrubs (~$75 million) and company revenue above $1 billion last year.