NEW YORK — The president of Republic Clothing Co., Michael Warner, thinks the company’s new line has what customers demand — fashionable clothing made with quality fabrics for a low price.
The collection is Chelsea and Theodore, consisting of updated better-priced sportswear and set to launch at retail next month.
“This is such an underserved customer,” Warner said. “It’s for that woman with a strong sense of fashion who wants that updated, modern look, but can’t fit into the contemporary lines and can’t afford a high price point. In our minds, we are designing a contemporary line with Chelsea and Theodore, but it’s the fit that isn’t contemporary.”
The line is designed by Leorna Leung, who joined the firm from Lord & Taylor, where she helped design the retailer’s private label collections. It features a variety of mix-and-match pieces such as pima cotton, linen, silk and spandex tops; canvas jackets; cotton pants, and cotton voile skirts. The collection is designed with attention to detail, featuring metal studs on tops, creative buttons and hand-pressed foil treatments on pants and skirts.
“The line is very relaxed and urban casual,” Leung said. “I wanted it to be easy to mix and effortless for the customer. She can put an outfit on and look instantly put together, but she doesn’t have to pay a high price.”
The company is prepared to ship a new collection each month, beginning with a March 1 delivery. Warner said for the first year, he hopes to keep distribution limited to about 150 better department and specialty store doors.
“This line offers the retailer a well-rounded assortment,” he said. “It was created with the retailer and their specific needs in mind. Stores have been reliant on some of the big names for some time. I think that they are finally looking for some change on the selling floor, so this line can fit in very well.”
Wholesaling between $19 and $84, Warner said he expects to reach about $7.5 million in first-year wholesale volume with Chelsea and Theodore. That would add to the company’s $200 million annual volume that it already achieves with its three other collections for the misses’ customer: Grace, an updated career line; Element, dye-to-match separates, and Evie, a sweater collection.