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Denim Brands Dabble in Intimate Apparel

Two denim favorites, Madewell and Joe’s Jeans, announced new plans to tap into the intimate apparel business.

On Tuesday, Madewell debuted a 42-piece collection of mix-and-match bralettes and bottoms made with cotton modal, lace and mesh trim. The line mirrors Madewell’s effortless style with comfortable constructions and artful details. Prices start at $12.50.

“We wanted to give our woman those foundational pieces she needs, because that’s where it all starts when she gets dressed,” said Madewell Head Designer Joyce Lee. “The collection is a little bit tomboy, a little bit sexy—above all—feels amazing on. Our ultimate goal is to create pieces that are equally beautiful as they are functional.”

Sequential Brands announced that apparel manufacturer ESP Group has signed a new agreement to develop and launch a collection of intimate apparel. The line, available Fall ’17, will include men’s and women’s underwear, sleepwear and loungewear.

“In just over a year of having Joe’s in Sequential’s platform, we have grown the core business together with Global Brands Group, successfully introduced a collection of handbags and eyewear, and featured top talent Bella Hadid in our ad campaign. We are excited to continue this trajectory with the launch of these categories,” said Jameel Spencer, Sequential fashion division president, in a statement.

The intimate apparel agreement is part of Joe’s Jeans category extension roll-out, which also includes men’s and women’s footwear produced by global footwear distributor, ACI International. The new categories will be available in Joe’s retail stores and e-commerce site and in stores nationwide.