What is it with denim brands these days?
It was just a few months ago that we were convinced April 77 was set to hit it big Stateside. Along with high-end jeans, the brand sold contemporary pieces for men and women. It also managed a record label.
Today, WWD reported that instead of blowing up, the Paris-based fashion label was shutting down.
Audrey Gingras, owner of New York-based Archetype Showroom, hinted to buyers that the issues were internal. “There was a lot of potential for this brand and it was a profitable, viable business for seven years. But in the past year, it sort of deteriorated,” she said. Apparently, they owe her more than six figures in back payments.
It sounds like April 77's problems were bigger than the economy, but there's no denying plenty of high-end denim labels seem to be struggling as of late. A lot of it has to do with the trend cycle--people are less-obsessed with labeled denim right now than they were five years ago.
But it also just seems to be the nature of the denim industry. We can name five labels off the top of our heads that have fired their creative heads, filed for bankruptcy or shut down over the last couple of years.