Chip of Chip & Pepper Launches New Premium Denim Line

May 28, 2010 • Fashion

A look from Chip Foster's new line, Pray for Mother Nature

For all you denim divas, here's an exciting piece of news! Chip Foster, one of the designing twins that founded denim brand Chip
& Pepper
, is going solo with a new premium jeans line called Pray
for Mother Nature
. Inspired by a recent trip to Japan with his wife, Foster styled the nine Pray for Mother Nature looks with an emphasis on function, as well as fashion. Foster's wife, Nicole, is helping the denim guru design the line and said that, as a mother of two, she needed pieces that suit her busy lifestyle as a chic mom on the go. While Pray for Mother Nature will
cover the basics with five-pocket jeans washed in a dark resin rinse and a Seventies-inspired light blue tint, it will also cater to more bold, fashion-forward customers with novel styles such as slouchy cuffed trousers,
denim harem pants and a slim style stitched with seams running down the
“This line is going to work all around,” Nicole said. “You can dress it up or dress it down.” “It’s basic, but sexy,” her husband added.

Fosters are launching Pray for Mother Nature just three months after Chip
and his twin brother, Pepper, converted Chip & Pepper Jeans from a premium denim line into into a
licensed business model with lower prices. Venice Intelligence, a
branding and licensing company owned by Pepper and his father-in-law,
Charles Perez, now manages Chip & Pepper in the U.S. After planning to
relaunch Chip & Pepper for fall with retail prices ranging from
$98 to $130
, Venice Intelligence will expand the line by adding fleece and woven
tops, leather jackets and rayon jersey T-shirts
for the holiday season. In contrast, Pray for Mother
Nature, which will be made entirely in Los Angeles, will retail from
$158 to $198
. Living up to its name, the line will donate a portion of
sales to environmental charities.

Despite the still muddled economic climate, Foster seems confident in the success of his new enterprise. “It’s kind of an exciting time to launch this
new brand,
” Foster said, estimating first-year sales of $2 million to
$4 million. “We’re pros at this business, and we know what sells and
what doesn’t." Foster also  said he
wants to appeal to a broad range of customers, including Disney star
Miley Cyrus,
to whom he promised to send jeans after they met in a Los
Angeles parking lot. “I’m not going to close the doors and be a snob,” Foster said. Pray for Mother Nature is slated to hit stores this fall.

Article and Photo Source: WWD
-Alia Rajput

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