By sticking to what it knows best—quality fabrics and enduring designs—women’s denim label, Vigoss, aims grow its footprint in the under $100 men’s denim category. The New York City-based brand is launching its first full men’s collection this fall, a straightforward lineup of core fits and versatile washes.
Vigoss brought on Nikhil Bott, formerly of Levi’s, Calvin Klein Jeans and William Rast, to helm the men’s line. Bott’s expertise in men’s denim, combined with the company’s know-how in women’s and its relationships with better department stores like Nordstrom have helped Vigoss men’s get a running start right out of the gate.
Nordstrom and Stitch Fix have picked up the line, and it’s also available on Vigoss.com.
Vigoss aims to fill those needs with four main fits: slim, tapered, and straight. A skinny will launch in Q4. Each style is offered in two inseams, 30 and 32. The line will have 19 washes in total, with each fit having its own set of core washes.
Details are minimal, including an overlock red stitch on the inside of many styles, and subtle branding like the raised logo on the inside of the waistband.
The launch comes at a time, he said, when customers are more savvy about denim trends, fits and washes and know the styles that work for them.
For instance, Bott said male consumers feel most comfortable in dark washes, so Vigoss offers various options from the dark end of the spectrum. The idea is to ease the overall shopping experience.
“If you have to think about fashion, you’ve already spent too much time. I’m trying to make it easy for the customer,” Bott said.
As a denim brand, Bott said the goal isn’t to chase every trend that may come across a consumer’s Instagram feed. The brand will introduce denim shirts, Trucker jackets, bomber jackets and some knits, but Bott said it doesn’t want to overload the customer with trends.
“We don’t try to be too much to too many people, rather focus on what’s important,” Bott said. “It’s a denim collection for both the everyday guy and the fashion-forward consumer.”
Vigoss’ business strategy is centered on customer satisfaction, too. The brand will keep four core styles in stock at all times for replenishment.
“I want these four jeans to be around for a long time, to always be there,” Bott said. “For me, it’s really important to have that model and not flood your consumers with too much fashion, because then you’re just a fashion brand. And we’re a denim brand.”