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Kellwood Co. presented a new brand, City Blues, a collection of women that is inspired by City Life at reaching prices for autumn 2025.
The brand with increased essentials and a strong focus on Denim was delivered to 200 sales points this month, including Nordstrom, Dillards, Maur, Boscovs and Stitch Fix. The collection is aimed at women between the ages of 25 and 35 who balance career and families.
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In an interview, Henry Thervil, department head, said sales and strategic planning at Kellwood that the collection was under development for almost a year. City Blues is part of the Kellwood brand department, which includes democracy and WIT & WISDOM, two lines that have shown over 10 percent over 10 percent in the past 10 years, said Thervil, who heads all three brands. According to Circana, formerly NPD, democracy is the sixth largest national denim brand.
Kellwood’s other business runs for retailers such as Walmart, Target and Kohl’s private label.
“I think the creation of this entire concept really came about because many department stores came to us and said:” Hey what we are looking for is a fashion brand. We are looking for a younger customer and are looking for opening peaks. What do you have here in the house? Or what would you buy that we buy? “Deavil said. He said the shops were looking for another brand that could sit with democracy and wit and wisdom that would be more of a fashion game, but with the opening peaks.
City Blues has an average price of $ 65. The collection was designed by Kunal Shah, Executive Vice President of Product and Design.
Thervil said that their target customer transactions in department stores and in Tik Tok and Amazon are inspired by social media. They started building this line and wanted to tell great stories. “So we go to a different place every month to tell the story there. The storytelling is a really important part.
Shah said there is a big focus on Denim, and it’s all about laundry and fit. “We don’t have a lot of tricks,” he said. He said these jeans would cost $ 220 if they were a premium brand. “It fits like Premium-Denim,” said Shah and found that the size range is 2-16. Knitting are dimensioned from XS to XL.
It turned out that the name of the city of blues that Kellwood had. The logo is a modern view of a cityscape, said Shah.
Every autumn delivery is captured to a certain city like a day in Paris, New York Escape and London Calling. “It’s almost like traveling around the world on behalf of the world,” said Thervil. City Blues will have three deliveries with around 30 parts in every delivery in autumn. The first delivery was August 1st, the next one is September 1 and the third delivery is October 1st.
The brand will have its own Instagram presence and website. City Blues stopped a marketing and advertising company called Ruckus for branding, the start of the website and social media. “It is a young, funny team that really develops the social media aspect with Instagram and you will move into Tikkok,” said Thervil.
City Blues produces his denim in China and Cambodia. “Yes, procurement was a challenge. This year was a roller coaster ride. We have great partners,” said Thervil. “At this point, procurement is a problem worldwide and changes every week,” added Shah.
Thervil said they had great procurement partners who “work with us in many tariff problems”.
The City Blues denim costs between $ 59.50 and $ 79.50; Woven tops cost $ 59.50 to $ 69.50, the sweater costs $ 59.50 to $ 79.50, Blazer 79.50 to 89.50 $ and the outer clothing of $ 89.50 to 99.50.
The most important looks include denim jeans with side braids, an ivory-colored cotton crop sweater, a color-blocked sweater, an aviator jacket, a cardigan with lashes, barrel yeaks and faux cashmere sweaters.
Shah noted that her Denim 20 US dollars is cheaper than the status denim brands. Shah noticed that the fit is modern and Missy. The brand will also have a petites and a wide range.
“The answer of everyone we showed was simply incredible,” said Thervil. “You have seen craftsmanship and execution, and there is a white space for this specific brand. It is modern, fashionable and urban inspired by prices that are very accessible to the customer. Our goal is to capture a small percentage of a very large market,” said Thervil.
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