Rock & Republic knows the recession is killing our shopping buzz, so in an attempt to calm our fashion fix, the brand is launching a line of lower-priced basics called Plain Wrap. Here’s the twist: the items come emblazoned with big, bold capital letters. Jeans say “JEANS,” stilettos say “STILETTO,” and so on. How fun is that?
The latest move by the denim label is a result of the challenging economy so with lower prices and tongue-in-cheek branding, Rock & Republic hopes to appeal to a younger crowd as well as its existing customers. They’ve got my attention. The brand plans to offer T-shirts, jeans, hoodies and Windbreakers for men and women in addition to leggings and tanks for women only. In addition, there will be his-and-hers sneakers and stilettos. Keeping with Plain Wrap’s name, each item in the collection is emblazoned with its name in capital letters. For instance, a screen print of “LEGGINGS” spans from the calf to the midthigh on the footless tights, and the women’s skinny jeans are identified as “JEANS” on the waistband. “This is a new initiative with a new perspective for the consumer that wants fashionable basics with staying power,” said Michael Ball, founder and creative director of the company. “This is just the start of something bigger, a collection that will evolve and grow with the addition of new product categories in future seasons.”
Plain Wrap is a spin-off of Rock & Republic’s Recession Collection, a limited edition line introduced in the spring with classic jeans retailing for 22 percent less than the flagship line. Plain Wrap retails for between $35 and $198 and sticks with a basic palette of black, white and blue. Plain Wrap will be available at major retailers like Saks Fifth Avenue and Bloomingdale’s in addition to Rock & Republic Web site and freestanding stores in Las Vegas and Los Angeles.