UK stockists have latched on to this US denim brand thanks to its cashmere-feel material and bright colours.
US brand Mother has been making waves in the UK womenswear market with its cashmere-like denim.
Since launching for spring 11 it has signed up a prestigious list of stockists, who have been impressed by its premium jeans, which because they are woven with fibres traditionally used in knitwear feel like cashmere to the touch.
The brand is the brainchild of two denim gurus: designer Tim Kaeding, former creative director of US premium denim brand 7 For All Mankind, and director of sales Lela Tillem Becker, who was previously president of marketing at fellow US denim brand Citizens of Humanity.
Mother’s 60-piece spring 12 collection plays with bright and fruity colours, such as lemon, orange, pink, purple and green. The brand has also dabbled in prints on jeans, with eye-catching cherry and Hawaii motif designs, while skinny jeans, 1970s-inspired high-waisted raw-edged flared styles and denim shorts also feature. Wholesale prices range from £60 to £98 and the collection is being sold until November 1.
Kaeding says the brand’s customers have come to expect it to make strong use of colour: “I think we’ve become known for our colours. I’m really trying to stay focused on these beautiful colour palettes, whether they are bright and poppy or more saturated and sophisticated.”
Kaeding and Tillem Becker see the brand sitting alongside premium denim labels J Brand and Gold Sign.
Indies including Boutique 3 in Cheltenham, Stanwells of Lymington and Bournemouth and London mini-chain Matches, as well as Harvey Nichols, have newly signed up for spring 12, joining a list that already included Selfridges and Harrods, and indies such as London denim indies Trilogy and Donna Ida, five-store London indie Question Air and etailer Net-A-Porter. It has also been picked up in the US by department stores Bergdorf Goodman and Barneys in New York.
However, the brand is being careful not to expand too quickly. “We’re not blowing this up overnight, we want it to be long term, so we’re growing it slowly and in the right stores,” says Tillem Becker.
When Drapers asks what Mother has planned for autumn 12, Kaeding explains how its collections evolve organically: “We just make jeans all the time, store them away and decide what still looks good when we get to the season. Right now we’re working on the colour palettes for the autumn collection.”
However, Kaeding and Tillem Becker do have plans to push the brand forward by potentially branching out into menswear for autumn 12. Kaeding says: “I think we might start menswear next autumn. That’s the goal, although we’re not 100% on that just yet. I think we would start with two or three fits, maybe two denim washes, and a non-denim, like a twill. And that’s it – very small.”
- Mother 020 7580 8644, www.motherdenim.com