Ex-Diesel Canada Chief Joey Adler has joined hands with Trey Alligood, former Gents President & Creative Director to launch a self-proclaimed 90 per cent gender-neutral apparel line, Shades of Black (SOB).
The new Made-in-LosAngeles brand is slated to be available from December 2017 and targets millennials’ demand for simplistic design and gender inclusivity.
Alder served as Diesel Canada’s CEO for over 30 years while Alligood used to design for menswear label Gents. Both the fashion veterans came up with this idea of launching SOB while working together on another project called Dept of Good.
Adler explained that while creating Dept of Good, a for-profit ‘Click & Mortar’ Collaborative eco-system that will also begin operations next month, she realized that, “For Millennials, life is about living. Not about amassing.”
SOB is built around a minimal palette of black, white and grey shades and will offer easy-going styles of sweatshirts, bomber jackets, joggers, T-shirts and an assortment of denim.
Exceptional fabrics such as Japanese silks, Italian leather and suede, French terry and bamboo cotton have been used in the collection.
The range will retail between US $ 50 and US $ 600.
The entire line’s design is created while keeping in mind the modern workspaces, unconventional careers and easily transitions from workwear to loungewear and even going out options.
A line of edgy streetwear basics, where each piece goes well with the other, will retail through the brand’s websites and select boutiques. The collection will be replenished with new pieces every few months.
