Launches & Releases: J Brand's Curvier Blue Label

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

LA-based denim label J Brand, which has made a name for itself with skinny, flattering fits in clean washes, is expanding its offering come July with a new Blue Label collection, initially an exclusive to Bloomingdale's. The line, which caters to a curvier woman, will include skinny, boot-cut and flared styles, wholesaling for $72-$75. Per WWD, "Blue Label's cigarette-leg style with a 14-inch opening features a roomier fit around the thigh, and boot-cut and wide-leg styles are enhanced with back darts and a contoured waistband that hug the hips."

Besides the roomier fit, sizes range from 25-34 waist versus the usual 24-32 waist, though J Brand is not branding this as a plus-size collection. Co-founder Susie Crippen told the trade: "Our original jean was really a slim cut...In the original design, we took out extra fabric from the high hip to the knee for the slim, 'isn't-going-to-get-baggy' look. There were a group of customers that weren't able to fit into J Brand and wanted that aesthetic." Savvy move, we say, allowing customers to avoid plus-size labeling. In August, Blue Label will be distributed to other retailers (though no LA boutiques named yet), as well as online.
· J Brand Courts Curvier Customer With Blue Label [WWD, subscription req]
· Blue Label Collection [jbrandjeans.com]