After a change two years ago from John Elliot + Co. to just "John Elliot," it seems that the menswear brand has been moving towards more, innovative ways to mix things up. At this upcoming year's New York Fashion Week, eponymous founder John Elliot just announced that he will show its first women's collection.
The show will take place in February with a new take on his streetwear, athleisure line. Only a week after NYFW: Men's, the dual-gender line will show on Monday, February 12. By moving into a new category, the line may have a smooth transition, considering many of the brand's looks are dual-gender already.
As a risk-taker, it seems Elliot took the leap and dove completely into womenswear with this new line. The collection includes lifestyle apparel such as evening wear, denim, knitwear, outerwear and more. Currently, according to the brand's website, John Elliot men's clothing retails up to approximately 370 dollars. “This will be the first time we’re going to show a full collection of men’s and women’s — all categories. It’s been quite the undertaking to get here,” he told WWD.
So far, the John Elliot brand has emerged as a West Coast menswear brand. In 2015, FashionUnited reported that the company had 50 retail accounts and a growing e-commerce business. Now nearly two years later, the brand is moving into a full-fledged label by delving into womenswear. “What we can do in denim, cut-and-sewns and knits speak to a girls’ wardrobe every day, but nobody is doing it extremely well right now,” said Elliot, WWD reported. With an additional line creating gender-neutral apparel, it'll be interesting to see where the popular streetwear brand is headed.
Photo Source: John Elliot
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