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Launches & Releases: Rebecca Danenberg's Work Custom Shop

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Women still reminisce about Rebecca Danenberg's epynomous label from the '90s, which ended in bankruptcy in 2000. She went on to Seven for all Mankind, and then we lost sight of her. Then she showed up at the Design Suites of Los Angeles Fashion Week in 2005, launching a label Three Girls Running. We lost her again. WWD reports that "another company owned the rights to the Three Girls name. That, combined with operational difficulties, forced the project to fold after two seasons."

But Danenberg is back again with a premium denim label Work Custom Shop, backed by a silent partner. If the name sounds familiar, it's because it has LA roots:

"The line's inspiration came from an existing store in Los Angeles' Echo Park founded by two artists and musicians who offered custom jeans. The store's name, naturally, was Work Custom Shop. Danenberg and her backers purchased the store and decided to create a brand around the concept. Although she is focusing on establishing the bottoms business, Danenberg will look to extend the custom concept to new product categories."

The designer describes the collection as "very slick, clean, modern and edgy"—an early philosophy at Seven which she feels the brand "went off in another direction"—and "uses Japanese and Italian denim" in styles, such as "skinny, straight and flared-leg styles, as well as fashion pieces like a sailor pant and a twisted leg seam."

Wholesaling from $78-$91, you'll find the line at Fred Segal, American Rage, Lisa Kline and Tracey Ross this month.
· Rebecca Danenberg Returns With a Custom Shop [WWD, subscription req]

American Rag

150 South La Brea Avenue, Los Angeles, CA 90036 Visit Website

7 For All Mankind - Robertson

100 S Robertson Boulevard, Los Angeles, CA 90048 310-385-9540 Visit Website