Body has advanced considerably because it made its debut 9 years in the past as a premium denim model for ladies. Now the Los Angeles-based firm is setting its sights on males’s with a plan to revamp and broaden the class, starting this fall.
Though Body has supplied males’s put on since 2014, the class at this time represents simply 10 p.c of its total enterprise, which was $250 million at retail in 2018. However Erik Torstensson, cofounder and inventive director, has a objective to develop males’s to 50 p.c of Body’s enterprise over the following a number of years.
The sport plan is to create a cushty but refined males’s lineup meant to supply a “system for dressing. A curated set of timeless classics with a twist.”
Torstensson stated the gathering can be centered round three pillars. First is an enhanced denim line that can be “extra experimental” than prior to now, he stated. “That is the place we got here from,” however fairly than the fundamentals that had marked the providing up till now, “we’ll begin pushing it.”
The second pillar is being coined Good Consolation. Torstensson stated it’s neither streetwear nor athleisurewear, however as a substitute is