Although Genetic Los Angeles (formerly Genetic Denim) always had some great sales, the aspirational luxury label touched the upper end of the denim price point spectrum with most styles falling between $187 and $300, garnering celeb followers like Beyoncé, Jessica Alba, and Diane Kruger. Not anymore, thanks to a major business overhaul that works like a facelift for the brand's image and accessibility, tightening general operations and eliminating inventory issues through direct management of all production at their LA factory.
In addition to lowering prices by eliminating showroom margins and making everything in-house, Genetic is offering a collection of luxe leather pants and jackets, all with reasonable price tags compared to competitors with similar quality. You'll find the classic Shya Skinny in supple black leather (now this is our idea of office wear), and come March 4th, you can pre-order the sickest leather jackets on the brand's website.
None of the behind-the-scenes changes will affect Genetic's acclaimed construction and fabrication (the brand's legendary fabrics are unbelievably soft), and the same cuts and styles—plus great new fits like the high-rise Birkin—are now available from $119-$159. The revamped prices are already up on the brand's website, and various retailers (to be determined) will pick up the relaunch this spring and summer.