fashion-features
fashion-features

Yong Makes a 'Pur' Play

Hae Yong is making the transition from denim manufacturer to premium label owner with the launch of Pur Premium Denim.

View Slideshow

Looks from Pur Premium Denim.

Photo By WWD Staff

WWD Image

Photo By WWD Staff

WWD Image

Photo By WWD Staff

NEW YORK — Hae Yong is making the transition from denim manufacturer to premium label owner with the launch of Pur Premium Denim.

Yong has more than 15 years of experience in the denim industry, working in production and manufacturing positions with brands such as Pepe, Bongo, Lucky Brand and Blue Cult. But it was her experience manufacturing denim for other brands over the last five years that convinced Yong to venture out on her own.

"With the beginning of the premium business, I saw our whole business change," Yong said.

As new brands flooded the market seeking to cash in on the trend, the level of quality subsequently fell and consumers were faced with product that didn't stand out.

"I could see almost two years ago the consumer was going to be tired of bad product," Yong said. "I kept hoping I was wrong, but from last year up to now the denim business has been really flat. I believe it's not about the denim. The consumer isn't tired of denim, they just have nothing new to buy."

Yong's commitment to quality products pushes Pur into the higher levels of the premium denim spectrum, with retail prices starting at $200. Much of that cost can be attributed to fabric.

"The base cloth must come first," she said. "A lot of people don't like to spend a lot of money on the base cloth and it's a mistake."

The collection, which will launch at next week's Intermezzo trade show here, consists of more than 70 pieces. The majority use Candiani denim. The line's basic collection consists of two fits, each produced in slim, boot-leg and flare styles. Yong used herself as the fit model for the Scarlett, crafted for a petite woman with smaller thighs and hips.

"She's only maybe 15 percent of the denim public, but because of her body type she's extremely loyal," Yong said.

The second fit, called the Bardot, was described by Yong as the "all-American fit" designed for a more curvy woman. Pur will also have fashion pieces, such as dresses, skirts and a catsuit. Detailing includes embroidered images of a phoenix and a signature stitch shaped like a bolt of lightening.
View Slideshow
Page: 
  • 1
  • 2
Next »
VIEW ARTICLE IN ONE PAGE
load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

LatestPublications
getIsArchiveOnly= hasAccess=false hasArchiveAccess=false