The relaunch of the denim brand Baldwin as the contemporary fashion brand, BLDWN, was short-lived.
Investors have reportedly shutdown the company amid the economic downturn forced by the COVID-19 pandemic. A source from the company said Wednesday was employees’ last day.
According to WWD, the Los Angeles-based men’s and women’s fashion brand is preparing to file for Chapter 7 bankruptcy and liquidate all assets, indicating that it does not plan to try to restructure the business.
The layoffs affect all employees at BLDWN’s Los Angeles and Kansas City offices, as well as the employees at its seven stores in Austin, Dallas, L.A., New York, San Jose and Kansas City, where it runs a pair of shops.
The brand debuted as “Baldwin” in 2009 in Kansas City as a denim-focused men’s brand. In 2018, it rebranded as BLDWN and moved its headquarters to L.A. with ambitions to expand into a lifestyle brand.
Along with the abbreviated moniker, the brand hired a new president and creative director, Johnathan Crocker, and adopted an entirely new design direction based on classic American sportswear and a stronger focus on women’s wear.
BLDWN celebrated the grand opening of its 1,100-square-foot flagship on Melrose Avenue in August, however, Crocker left the company two months later. No replacement was ever named.
As of Thursday, the BLDWN website is void of any images and includes only the message: “We hope you and your families are safe and healthy. We are sorry to announce that we are no longer able to take any new orders or returns.”