Calvin Klein is to turn its ck one fragrance into a global lifestyle brand.
The fashion house is keen to attract a younger customer base so will launch jeans, underwear and swimwear at more affordable prices, thought to be around 15 to 20 per cent lower than Calvin Klein Jeans and Underwear.
Calvin Klein Inc’s president and CEO Tom Murry told WWD: “I think it could be bigger than ck Calvin Klein. Ck is our bridge division in apparel and accessories, which we operate only in Europe and Asia at this time. By the price positioning of bridge, there is some limitation on how big that business can be. The focus and concept of ck one is young and sexy, and to some degree price-driven. The price points are lower than in bridge, and this is a global launch, which gives ck one the opportunity to be a much bigger business over time.”
Kevin Carrigan – global creative director for ck Calvin Klein, Calvin Klein Jeans and Calvin Klein white label – will be designing the collection, which will consist of slouchy, slim-fit denim, woven tops and knitwear, while the underwear will come in both novelty print and basic styles.
A launch date is yet to be released.