We Are Swooning Here: J Brand Is Launching a Full Line of Sportswear

Dark skinnies, cargo Houlihans, candy-colored denim, and a favorite of Kate Middleton to boot? J Brand has given us an embarrassment of denim riches in the mere six years it’s been in existence. Can the brand conquer the contemporary ready-to-wear market? We can’t wait to find out. WWD reports today that J Brand is launching a full sportswear collection, to hit stores in spring 2012. Expect a muted color palette of black, white, grey and pale pastels; the feeling is minimal, without prints. Cropped coats, like a khaki mackintosh and a lambskin bomber, will perfectly complement the brand's jeans. Donald Oliver, the design director who’s heading up the launch, told WWD, “We just didn’t want to look at [our customer] as working or going out. It’s about building an aspirational wardrobe for our girl.” To this end, expect wax-coated cotton trousers, hand-knit sweaters, and a linen blazer with leather trim.
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Dark skinnies, cargo Houlihans, candy-colored denim, and a favorite of Kate Middleton to boot? J Brand has given us an embarrassment of denim riches in the mere six years it’s been in existence. Can the brand conquer the contemporary ready-to-wear market? We can’t wait to find out. WWD reports today that J Brand is launching a full sportswear collection, to hit stores in spring 2012. Expect a muted color palette of black, white, grey and pale pastels; the feeling is minimal, without prints. Cropped coats, like a khaki mackintosh and a lambskin bomber, will perfectly complement the brand's jeans. Donald Oliver, the design director who’s heading up the launch, told WWD, “We just didn’t want to look at [our customer] as working or going out. It’s about building an aspirational wardrobe for our girl.” To this end, expect wax-coated cotton trousers, hand-knit sweaters, and a linen blazer with leather trim.
*Photo: WWD

*Photo: WWD

Dark skinnies, cargo Houlihans, candy-colored denim, and a favorite of Kate Middleton to boot? J Brand has given us an embarrassment of denim riches in the mere six years it’s been in existence. Can the brand conquer the contemporary ready-to-wear market? We can’t wait to find out.

WWD reports today that J Brand is launching a full sportswear collection, to hit stores in spring 2012. Expect a muted color palette of black, white, grey and pale pastels; the feeling is minimal, without prints.

Cropped coats, like a khaki mackintosh and a lambskin bomber, will perfectly complement the brand's jeans. Donald Oliver, the design director who’s heading up the launch, told WWD, “We just didn’t want to look at [our customer] as working or going out. It’s about building an aspirational wardrobe for our girl.” To this end, expect wax-coated cotton trousers, hand-knit sweaters, and a linen blazer with leather trim.

The line will launch in 60 of the brand's current 2,500 retail locations. Expect prices to range from $200 to $1,500. The brand is also hoping to open flagships in London or New York, with the five year goal of a flagship in every major fashion city. If all goes well, J Brand will expand into shoes, handbags, and men’s sportswear (which is already in the works.)

We can’t wait to see the first must-have item that will inevitably come out of J Brand’s first collection.