In its latest move toward becoming a lifestyle brand, Vince has announced that it is launching a kids' line this summer.
The collection, which is produced in China and Peru in some
of the same factories that Vince uses for its women's line, is licensed
to Tawil Associates in New York, WWD reported.
"I think the key thing is our customer and wholesale
partners have really been asking for a line like Vince. We think there's
a white space in the market for cool kids clothes," Jill Granoff, chief executive officer of Vince, told the trade publication.
The collection, which has already completely sold out to
retailers, is reflective of Vince's casual-but-sophisticated approach to
fashion. The offering, which is aimed at children ages four to 14,
features trendy items including cashmere hoodies, leather pants and fur
vests.
Prices
range from $24 for tank tops to $598 for a Scuba Leather Jacket for
girls and $34 for T-shirts to $398 for jackets for boys.
The color palette consists of heather gray and coastal navy, with splashes of colors like fuchsia, purple, raspberry and blue.
"We punched up the color a little bit to keep it bright and happy," said Rebecca Damavandi, group president of global business development at Vince.
Vince's kids' collection will be available in June at
stores including Barneys New York, Bergdorf Goodman, Neiman Marcus, Saks
Fifth Avenue, Bloomingdale's and Nordstrom, in addition to 25 kids'
specialty retailers, select Vince locations and Vince.com.
Next year, Tawil plans to introduce an infant and layette
collection, which will include separates and some boxed items, in
addition to onesies and blankets for newborns.
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