Hot Kiss' HK
Los Angeles–based junior apparel maker Hot Kiss Inc. earlier this year quietly launched a moderately priced denim collection to appeal to a slightly older sophisticated customer.
The launch of HK, which boasts a moderate retail price point of about $39, is a response to juniors’ strong interest in contemporary denim lines. By producing a new line for a grown-up customer, the company will be able to market the line to a young-minded misses customer without alienating its core clientele. “It’s going to be a major boost for us,” said Hot Kiss owner Moshe Tsabag.
The youthful, edgy line, geared toward young women between the ages of 16 and 24, comes in boot-cut, slim-leg, straight-leg, flared and super-flared styles. Details include novelty yokes, two-tone stitching and HK patches. Additionally, the line uses 30 special washes, including hand sandblasting.
Tsabag said the collection bowed last January to select retailers. He said the line is projected to boost overall sales by 25 percent.
“This new category is a natural extension of their current product line that should be received favorably by their customer,” said analyst Tony Cherbak.”
Going forward, HK will include corduroy, white denim, herringbone and striped denim. “It’s Hot Kiss’ answer to the five-pocket denim basic,” said Alex Bajrech, creative director, who said HK will also include nondenim pieces such as knit dresses, jumpsuits and bottoms. —Claudia Figueroa
