Retail Detail. Electric Love Army is Getting Started

March 8, 2011 • Fashion


More details are emerging about the future collection of Kelly Cutrone's new sportswear line which we first reported on last week.

Last week, People’s Revolution and J. Christopher Capital LLC finalized a deal for Electric Love Army (ELA) sportswear, which will be set to hit stores in February 2012. ELA will play up empowerment, with Cher, Joan Jett, Katy Perry and Debbie Harry in her Blondie days embodying the strong iconic women the brand is inspired by. Geared for women between the ages of 18 and 34, the label should appeal to a cross between “some cool granola girl mixed with the ultimate fashion chick,” Cutrone said. It has already been stated that no leather will be used in any of the clothing items. Expect reasonable price point between $30 and $300. $77 will be the average price for goods.

The company aims to open two to five of its own freestanding stores in the first year, with SoHo and Manhattan’s Upper West Side being immediate areas of interest, as well as Los Angeles. Should the brand take off stateside, it is being positioned to go global “very quickly,” with Asia and Europe being at the top of the list, Chris Burch, ELA business partner, chairman and ex-husband of Tory Burch, said.

– Taneisha Jordan

Source and Photo: WWD

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