Jet Set Management Launches Apparel Line

Jet Set Management Group Inc. plans to bring the Southern California surfer look to Japan with the launch of the Jetty apparel line.

The La Jolla, Calif.–based modeling agency recently partnered with Mitsui & Co., which has played a leading role in introducing Western brands to the Japanese market. Mitsui & Co. currently retains the licensee rights of Pierre Cardin, Trussardi, Paul Stuart, Et Vous, Skechers and Austin Reed in Japan.

According to Cindy Kauanui, president and chief executive officer of Jet Set, the concept started with the company’s logo. She said Mitsui had always wanted to launch a surf line and was inspired by the Jet Set logo and the popularity of the agency’s models in Tokyo. Jet Set, the first surf-brand agency to launch the surfer model, currently represents models hired by leading surf lines such as Roxy, Rip Curl, Hurley and Billabong.

“Jet Set is the world-renowned surfer who everybody wants to know and the California sun-kissed girl who everybody wants to be,” said Kauanui, adding that the new line will bring the Pacific Coast Highway lifestyle look to Japan. “So you can live the surfer lifestyle by day and dress up for the red carpet by night.”

The idea is very “Blue Crush,” said Kauanui, referencing the 2002 surf film.

Jetty will have an urban surf look customized for the Japanese market. The initial line will feature a complete array of juniors apparel and sunglasses. Jet Set has plans for more licensees, including cosmetics and perfume.

—N. Jayne Seward