Denim Dish: Diesel Teams Up With 10 Corso Como ... Columbia Tries On Jeans ... True Religion Net Soars ...

When two fashion innovators such as Diesel and Carla Sozzani, the owner of the trendy 10 Corso Como stores in Milan and Tokyo, join forces, the result is...

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10 Corso Como jeans.

Photo By WWD Staff

Diesel Teams Up With 10 Corso Como
When two fashion innovators such as Diesel and Carla Sozzani, the owner of the trendy 10 Corso Como stores in Milan and Tokyo, join forces, the result is likely to be positive.

So it's hardly surprising that the limited-edition jeans called 10 Corso Como are selling well — notwithstanding a $237 price tag in both Milan and Tokyo.

"I have a great relationship with Renzo Rosso [Diesel's owner and chairman] that goes beyond work, so when I was toying with the idea of doing a jeans line, I decided it would be wise to do it with an expert," Sozzani said.

The project comprises 400 pairs of untreated indigo blue jeans in women's and men's styles that Sozzani described as selling beyond expectations because of their fit and cleanliness, allowing for easy mixing and matching.

The store's logo is sewn inside the waistline, while a big 10 is embroidered on the back pocket. In addition, 10 Corso Como was one of the first stores to show a preview of Rubens, Diesel's "It" shoulder bag for spring made with distressed brown hide, studs and burnished metal clasp.

Also in the works for Diesel is a jewelry line that spotlights pearls, leather and silver that will bow at the end of the month at the Basel trade fair.
Alessandra Illari

Columbia Tries On Jeans
Columbia Sportswear is hopping on the denim bandwagon. The outdoor and active apparel firm is launching a selection of women's jeans for fall, marking its first significant venture into the category.

"We have been expanding more into lifestyle items and denim is a natural for us," said Sherrie Curtin, Columbia's general manager of women's apparel. "We have a very strong bottoms business in general and this is a way for us to build that business."

The company has offered some men's denim items, but they have been a small part of the overall business, Curtin noted.

The new denim looks were in development for almost two years so the company could find the right fits and washes, Curtin said. The initial looks come in two fits, a lean boot cut with a flair at the bottom that rides above the hips and a five-pocket style. Both are available in vintage, medium indigo and dark indigo washes.

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