DALLAS — As they’ve ridden the wave of demand for premium jeans during the last few years, denim designers have sought out new ways of justifying their ever-higher price points, primarily by choosing more expensive fabrics and developing more complex, time-consuming finishing processes.
Going for a more obvious justification, Moch NY is rolling out a line of jeans with 24-karat goldplated buttons and rivets. The line is being launched for late summer retailing by Valmor Apparel, based in New York.
The company plans to promote the launch with a magazine campaign this summer that will include Cosmopolitan, Glamour and In Style, said Abel Valdez, chief executive officer at Valmor, who added that there will also be TV spots in select markets along with an outdoor campaign. Valdez declined to specify the planned budget for the campaign.
Liz Peters, senior account executive of the line, described Moch NY as “reinvigorating the low-rise look.”
“The denim market is very saturated right now and so we wanted to make something unusual,” Peters said.
Distribution for Moch NY will be limited to about 50 retailers its first year, along with a private label program aimed at major department stores. First-year wholesale volume is planned at $10 million, Peters said.
Wholesale prices for the jeans range from $45 to $55 and include low-rise, slim leg and stretch styles, and more than 50 different washes, all sparked with the line’s signature touches of gold. The jeans feature contoured styling and are made of stretch denim, to appeal to women with less-than-perfect figures across all age ranges.
The line also includes a small collection of knit tops. Styles include camisoles with thin gold straps and T-shirts with gold buttons. Wholesale prices are $15 to $25.