Derek Lam Launches Diffusion Line Called 10 Crosby (But Don't Expect Low Prices)
Derek Lam just launched his five-dress collection for eBay, so he’s no stranger to the concept of a diffusion line. And indeed, his company’s CEO Jan-Hendrik Schlottmann told WWD, “We have been waiting for this for a long time.” The time is now.
The diffusion line, 10 Crosby Derek Lam, is named after the address of his corporate office. And as the name suggests, the collection will have a more downtown, casual feel than his eponymous line.
The collection will be shown during the June market and will hit stores on November 1. It will also be sold at Lam’s Crosby Street boutique, and is expected to expand to Japan and Europe in Spring 2012.
In an effort to introduce his clothes to a wider audience, designer Derek Lam has inked a deal with eBay to produce an exclusive collection.
Norma Kamali was the first major designer to collaborate with the online marketplace. And Narciso Rodriguez created a Spring 2010 diffusion line exclusively for eBay.
However, Lam's collection will be "crowdsourced," as eBay is calling it: "The designer will unveil a ready-to-wear collection of original designs at a presentation during New York Fashion Week in February 2011 and invite shoppers to vote for their favorites on eBay.com. The final collection will be available for purchase in Spring/Summer 2011 at accessible, fixed price points—delivering shoppers immediate, in season access to Lam’s signature designs at excellent value, exclusively on eBay."
Yesterday afternoon, we stopped by the Derek Lam boutique on Crosby (10 Crosby to be exact) to peep the spring collection of Derek Lam's year-old diffusion line in person. We arrived to some fun surprises.
Last night we headed over to Barneys to fete the arrival of Derek Lam's new diffusion line 10 Crosby at the famed retailer. Champagne flutes and itty-bitty squares of the most delicious pizza were onhand to make the celebration official--as was Derek Lam (of course) and Barneys always impeccable fashion director, Amanda Brooks, who led a Q and A with Lam.
10 Crosby has already won over the fashion industry in just one season and it's easy to why: There's something for everyone--from a structured blazer for your mom to a head-to-toe pajama look for your fashion-forward bestie--in this line that successfully marries style and comfort. It's a line for the every girl rather than the starlet on the red carpet. No wonder then, that Lam was inspired by real New Yorkers.