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When the contemporary sportswear designer launched his collection in 2004, he quickly became known for his high-quality pima cotton basic T-shirts, tanks and underwear for women and men. Now, as a complement to his collection, Lippes is modernizing his classic basics.
"Basics are what we launched with and they are still the core of the brand," said Lippes, creative director and chief executive officer of the Adam brand. "They are such an important part of who we are and I thought for a while now that we should really be doing more of it. T-shirts and underwear are great, but they certainly are not the only basics."
The basics, which will be introduced at retail in September, consist of a range of pieces in five fabrics, developed in Italy, Japan and the U.S. The use of a variety of fabrics alone is a new element for Lippes, who previously only worked with pima cotton for his basics collection. There are tissue-thin jersey T-shirts, viscose and cashmere hooded wrap tops, draped open-neck jersey dresses, viscose waffle-knit long-sleeve crewneck tops and ponte knit leggings. The colors — white, black, tan and grey — make for easy mixing and matching. The basics wholesale from $40 for a pair of cropped pima cotton pants to $120 for a jersey dress. Lippes said he will offer a new line of basics four times a year.
Lippes said he expects to reach $1 million in wholesale volume for the first delivery of the new basics collection. This will bring Lippes' overall sales expectations to $15 million by the end of the year. The Adam brand, which consists of women's and men's contemporary sportswear, is available in over 250 stores in 10 countries including Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue and Intermix in the U.S. as well as Joyce in Hong Kong, Garderobe in Russia, Olive in Indonesia, shopbop.com, shopadam.com and his own freestanding boutique in Manhattan's Meatpacking District. Lippes said the distribution of the basics will be broader than that of the sportswear.