Derek Lam has been the man of many headlines lately. After the much publicized release of his customer-chosen collection for Ebay earlier this week, the designer has just announced the launch of his first diffusion line. Named 10 Crosby Derek Lam after the office space that has helped him become a household name since launching his eponymous label in 2003, the new project plans to be a sportswear-focused line geared toward a wider audience.
Lam claims he’s had the diffusion line idea brewing in his brain since practically day one, yet he needed his main line to pave the way of general interest first. “With the greater awareness of the Derek Lam brand in the last few years, it seems the right moment to expand to the audience to include the 10 Crosby collection,” Lam said. “After the tough economic times, there definitely is a customer looking for fashion with an accessible reach, but considered in a fresh manner.”
10 Crosby will give the designer a chance to widen the breadth of his design skills, having earned much if his acclaim form evening and runway looks. The new line will include what WWD calls ” his preference for jersey and soft tailoring, but [he will use them] them in more utilitarian, everyday ways.” “One of the values I really want to express with the 10 Crosby collection is that while the collection has a more accessible approach, it is still about clothing of value and integrity of design,” Lam said. “The idea of cheap, disposable, fast fashion is not what this collection will be about.”
With a projected demographic between 20 and 45, the collection will reportedly appeal to a modern, urban woman who appreciates a soft sophistication. The price points will lie between $195 and $895 with the launch into department and specialty stores set for November 1 (just in time for holiday wish lists!) The collection will also be available in Lam’s Crosby Street boutique along with his main line, “so that clients really get the feeling and understanding that the Derek Lam collection and 10 Crosby collection are considered together as one point of view, one design philosophy,” Lam said.
Article and Photo Source: WWD