New Logo and Look for DC Women’s
DC’s women’s line was in a rut. “Sometimes, brands in our [action-sports] world tend to look the same,” said Cristiana Janssen, who oversees merchandising, sourcing and design for DC. The brand is known for its iconic skate shoes, which launched in 1993.
Starting with a redesigned logo and new creative talent, DC’s Spring 2012 product exhibits a jolt out of autopilot and moving back in control. Janssen explained that in the process of defining the brand’s refreshed female face, the company decided that she is a combination of not one but three personalities: the tomboy leader of the pack, the contemporary fashion and celebrity-trends consumer, and the core action-sports girl who wants to date DC skaters.
“Our product has to reach out to all three without alienating one,” Janssen said. “We found in the past, it would lean too far in the street tomboy side, where basically you’re taking [men’s clothing for girls]. Or we would lean too much trying to be trendy, fast fashion—and that doesn’t last. So we really tried to focus on things that we’re not so that we can make sure that we always know who we are.”
The collection touches on the current trend silhouettes and items in the DC way.
“We’re not your sweet girl next door with plumeria in her hair. We’re not Roxy, our partner in this company. [DC is a subsidiary of Quiksilver Inc.] We always need to have a bit of an edge to it,” Janssen said.
Coincidentally, Janssen grew up surfing and modeling for Roxy for eight years. Before coming on board with DC for the revamp, she worked in the marketing side for contemporary fashion brands Joie and Current/Elliot. Janssen expressed affinity for DC since her youth and the potential for it in the juniors market today.
“DC was a men’s brand, but I connected to it because I always loved that tough edge. If I’m connected to it at 33 years old, imagine how many girls out there would be if we gave them the right product. … You can hit so many different audiences, from skate to motocross—all these things that are trending in the higher-end world,” Janssen said.
Using the example of a maxi dress, an important item that has still been checking for this current Spring season, Janssen explains how that tough-meets-feminine balance is manifested in the clothes.
“Maxi dresses are something that’s trending. There’s a lot of bright colors and florals with maxis. We wanted to do something you could wear with motorcycle boots. We used a rayon jersey that’s really drapey and soft, and yet it has this nice toughness.”
In fleece bodies, its leader is an athletic-style hoodie in drapey cotton/polyester with an oversized collar and metal zipper pockets.
Retail price points have not changed from previous seasons—$22 to $36 for T-shirts in rayon fabrics to knit tops; $36 to $42 for dresses; $42 to $56 for fleece hoodies and pullovers; $38 to 56 for fleece bottoms; denim at $58 to $64; and a faux-leather polyurethane moto jacket for $75.
It’s too early to gauge sell-through, Janssen said, but “everything that the stores stand behind has been checking.” She cited Killer Dana in Dana Point, Calif., and Surf Diva in San Diego as big supporters of the new line.—Rhea Cortado
