Evy of California is proud to announce our official move into our new corporate office and design center at 810A S. Flower St., Los Angeles, CA 90017! Its been quite a year finishing up our custom space, and we are thankfully thrilled with it!
See some pictures at tinyurl.com/4n2tlhc
We hope you all come visit us soon and especially for April Market in Los Angeles!
Evy of California is pleased to announce the launch of Denial, a modern denim and knit bottoms brand. The new label will extend into a slightly higher retail price point than the company highly successful Jalate Regulated Denim line, which features affordable knit jeggings and other denim and knit bottoms. A more than 60-year-old Los Angeles-based fashion design house, Evy of California also manufactures Fleurish Clothing, a trend-driven juniors tops and dresses brand, as well as, private label sportswear and dresses for all major retailers, and holds the licenses for Hello Kitty, Sideout, Skelanimals, Pucca, Extra Frosting, Kawaii and several other top properties.
The Jalate brand, in particular the jeggings line, has been very successful in the past few years and we have emerged as a leader in the category, says Kevin Krieser, President and COO of Evy of California. Jalate's business has doubled and we needed another label to meet the demand created by higher-end customers that have been loyal to our product for years. Denial is our answer and will allow us the freedom to expand on our embellishments, washes and treatments. It is suited to a consumer looking for a more unique and exclusive product at a slightly higher price point.
Denial will debut at Nordstroms Brass Plum beginning in July 2010 with retail price points between $36 and $68. The collection will include knit denim, stretch twill cargos and finer non-denim fabrications. In the knit denim category, styles will feature premium washes and trims with a very modern, minimalist aesthetic. In the non-denim category, it will unveil many unique and exclusive treatments that have not yet been seen in the marketplace. Evy's production capacity and knowledge will ensure Denial will be at the forefront of trends with product that will continue to change the market for casual bottoms.
Denial builds on the history of success of the Jalate brand, allows our design team to elevate our product offering and opens the doors to a new customer base looking for a premium product,¯ continues Krieser. We are thrilled to launch this new brand and continue to fulfill the needs of our loyal customers while securing new ones.
