Seven For All Mankind has caught the collaboration bug.
Last year, the premium denim company paired with Zac Posen to create a limited-edition line exclusively for Neiman Marcus. This year, Seven has teamed with Evan Yurman, the son of jeweler David Yurman, who designs the company’s men’s jewelry collection.
“We challenged him to come up with three different stories for us,” said Rick Crane, president of sales and merchandising at Seven.
Yurman and Seven spent six months developing the line, dubbed Evan Yurman for Seven For All Mankind, using two of Seven’s fits as a design base. According to Crane, Yurman was “adamant” about the line’s fabric, ultimately opting for an Italian denim that Seven doesn’t normally use.
“I was actually kind of surprised he didn’t want to use our denim,” said Crane. “He had a complete vision of what he wanted to use, so we went out and got that denim to accommodate him, which was fun.”
Given his background in jewelry, Yurman also paid special attention to smaller details such as rivets, hardware and trim.
The line’s three stories are the American, featuring an embroidered anchor back-pocket detail; the Day of the Dead, featuring a skull, and Signature, sporting Yurman’s tooth-and-crown logo. Each story will be available in Seven’s Roxanne fit, a skinny peg-leg style, and a straight-leg style. Each style will be available in white, black and dark blue washes, and will include a metal charm that has both Seven’s and Yurman’s logos.
“It’s just fun working with really talented people,” said Crane of Seven’s attraction to partnering with well-known designers. “[Evan] is really creative and has a great eye for fashion, with a real modern look for our jeans.”
Seven is planning to roll out the Yurman line, unlike the Posen collaboration, to its top-tier specialty and department stores for spring. The line will hit shelves in January and wholesales for $110, with an expected retail of $245.