Tyte Jeans was the latest brand I visited during my "adventures in press previews" for the Spring/Summer 2011 season. Maybe because of my...ahem, ahem, age, I was unfamiliar with the youth brand, but they've been around for quite a long time ---since the early 90's to be exact. Sold primarily in Macy's, the brand offers fun and trendy denim for young women between the ages of 15 and 25 with a super-affordable price tag.
Tyte Jeans seems to be very in tune with their demographic as their offerings are colorful and expressive with many items offering a ton of styling options. An item I couldn't stop drooling over were track shorts made of lightweight denim. The shorts are offered in an assortment of prints from floral prints to camouflaged to polka dots, but the real treat is that they are reversible. A floral short turned inside out becomes polka dotted. A camouflaged short reverses to plain indigo. A plain indigo short reverses to a similar wash with floral piping. It really is two shorts in one! There are a plethora of options and one can imagine a popular girl wearing these to school and the look spreading like wildfire.
Speaking of florals, Tyte seems to find them super important this season as they were in abundance on shorts as well as jeans with so many variations that it could be a category all it's own. There were chintzy-looking aged florals, traditional florals, updated florals, tropical florals and so on and so forth. It's no secret florals are back and expect tweens and teens to take full advantage of the variety that Tyte brings.
Another fun item were the jeans with detachable leg warmers. When the legwarmers are removed, the jeans transform into a just over-the-knee capri. A carryover from last Fall, it is more of a transseasonal item than strictly for Spring/Summer and I wouldn't be surprised if this style gains a few copycats.
Although the brand has some tamer items such as skinnies and trousers in indigo washes, they are overshadowed by the combination of fun colors, cute silhouettes and hidden surprises in the other offerings. The price range for Tyte Jeans is $19.99 to $34.99. Add that to the slew of options and you have a brand that could edge out many others in that competitive arena called a teenagers closet.
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