Sweetees by Mellies

Sweetees by Mellies president Melody Kulp hit upon an innovation when she first decided to incorporate a form-fitting bra into her tank tops for a cute and sexy 1980s look, but when she decided to add jeweled studs to the bra straps the whole concept took off.

Kulp said Sweetees by Mellies’ T-shirt and tank top collection was a natural progression for the company, which began as a fashion-forward hair accessories line.

The 20-piece collection features tops that come in a wide range of colors, among them purple, brick, black, light yellow, pink and lime green. Each shirt is made with a cotton/polyester blend fabrication. One of the more popular pieces in the collection is the “Jane” tank top, which comes with a built-in underwire bra (called a “bubett brasett”) that features sparkles on the straps. Other embellishments include grommets and sparkles in the shape of flowers. Sweetees by Mellies also offers a sport group that features mesh tops with matching bottoms.

The company launched its sweet and sassy collection in February 2001 and made its official debut at last August’s MAGIC International. Kulp hopes to market her collection as fashion-forward tops rather than as undergarments. Instead of aiming the collection at lingerie buyers, Kulp said the company targeted sportswear departments.

The line has been picked up by several specialty retailers and better department stores, including Elements in Dallas, Bloomingdale’s and Fred Segal. Its wholesale price points range from $15 to $30.

Last year, Sweetees by Mellies’ sales figures were phenomenal, according to Kulp, who added that the company plans to double those totals with its new product line.

For more information, call (310) 996-0239. —Claudia Figueroa