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US denim gurus unveil ‘J Brand rival’

Two of the powerhouses behind US premium denim giants 7 For All Mankind and Citizens of Humanity have launched a new premium denim brand for spring 11 that allegedly “feels like cashmere”.

Mother was founded by Tim Kaeding, former creative director of 7 For All Mankind, and Lela Tillem, who was president of sales and marketing at Citizens of Humanity. The brand is built around denim woven with fibres traditionally used in knitwear.

Wholesale prices range from £64 to £100.

Mother has hired Lucy Wernick as agent for the UK and Republic of Ireland, and premium London indies Donna Ida and Question Air have already signed as stockists.

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