|
|
Article: DARK DENIM TO GO DISCOUNT FOR BACK-TO-SCHOOL '99: EUROPE'S LOVE AFFAIR WITH "JAMES DEAN-STYLE" DEEP INDIGO JEANS TRAVELS FAST.
- Article from:
- Daily News Record
- Article date:
- June 15, 1998
- Author:
CopyrightCOPYRIGHT 1998 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
NEW YORK -- Not long ago, the huge popularity of dark denim jeans on the Continent was little more than a red-hot trend that Wrangler, Williamson-Dickie and H.I.S./Chic were quietly tracking.
That is, until the sparks began to fly in this country last winter when the major department stores and the giant chains (read Gap) had their own deep- blue jeans stampede.
Now, with surprising speed, the key mass market jeans makers are off and running with their own versions of a softer, deep-indigo denim and everybody's talking about a major launch for next year's back-to-school selling.
Executives in the bottoms business admit that dark jeans didn't exactly ...