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Performance Denim Brand Revtown Shifts From Direct-to-Consumer to Stores for Holiday

The men’s performance denim brand launched by former Under Armour executives is revving up its retail efforts for the holiday season.

Revtown is the latest brand to bow a retail space at The Edit at Roosevelt Field in Garden City, N.Y., Simon Property Group’s turnkey retail concept. The Edit launched in 2017 to help young brands pilot new products in an interactive retail space without major up-front investment.

The new store features a 30-foot denim wall showcasing the complete range of Revtown’s washes and fits, including the brand’s signature Decade Denim. The trademarked fabric is made from a premium Italian yarn and infused with four-way, dynamic stretch and constructed with ultra-strong fibers.

Founded by a group of retail veterans, including Under Armour alums Henry Stafford and Steve Battista, Revtown aims to offer functional and fashionable jeans at a price point less than conventional designer apparel, while addressing a gap for high-performance premium denim. Jeans retail for $75.

The store also sells Revtown’s line of Pima cotton shirts and Revtown Crates, a package of two pairs of jeans and any three shirts, that retails for $210.

Since its launch in January, Revtown has sold direct-to-consumer online. However, Battista said the turnkey solution was an opportunity to speed up the brand’s foray into brick-and-mortar earlier than the company initially planned.

“We are thrilled for the opportunity to interact with our customers,” Battista said.

The Edit has previously featured Hope and Henry children’s wear, Winky Lux beauty, Rhone Apparel and Jars by Dani, among others.

“We are pleased The Edit enables us to meet and help launch brands such as Revtown USA and offer the chance for brands to get into retail early on in their life cycle,” said Zachary Beloff, Simon national director of business development. “The importance of creating offline experiences is more apparent than ever. We are thrilled each time we launch a brand and get to see our customers respond. Revtown USA is a quality product at a great value our customers are going to love.”

The store will be open until February 2019.