Red Star

Red Star is getting ready to enter the denim market with its Spring 2002 debut planned for Los Angeles market week.

The launch campaign of the Los Angeles-based contemporary women’s denim company includes focusing on specialty retailers and department stores, according to Red Star’s national sales rep, Jean-Claude Martin.

Martin said initial company sales projections are at least $1 million.

The label’s collection consists of 13 pieces divided into four groups: “Tech,” a seamless wrap-around denim; “Island,” a soft fabric group; “Lattice,” stretch denim with fabric treatments; and “Basics,” a low-rise denim with European flair. Wholesale price points range from $22 for an off-the-shoulder tuxedo top to $34 for a pair of tech jeans.

Designer Louis Felippe said the company’s goal is to provide an alternative for denim buyers, whether it be in the fit or the fabric. “It’s really difficult to find jeans with a good fit,” he said. “We also want to offer as many styles as we can to our customers.”

The brand is owned and produced by California Denim Resources, a denim-contracting house in the Boyle Heights area of Los Angeles. For Martin and Felippe, who work as a team, being part of a larger entity has its advantages, particularly if a customer wants the label to produce a specific look that isn’t offered in the collection.

“Most of our apparel is produced in house, so our company has the ability to maneuver at a faster pace,” said Martin. “Some of the buyers we’ve talked to so far like that aspect of our company.”

Laine Meier, general manager and buyer at Dungarees boutique in Studio City, Calif., said he doesn’t doubt that the line will quickly gain recognition for its comfortable fit and innovative wash treatments.

“[Felippe] has created a great program that certainly has a distinct direction,” he said.

Meier, who ordered about 100 pieces for his boutique, said the brand’s choice of Japanese-made denim will be a key selling point for the company.

Spring deliveries begin Dec. 30, with immediates available for Nov. 30. For more information, call (213) 489-8078 or visit the Red Star showroom in the California Mart, suite B-892. —Claudia Figueroa