Divine Rights of Denim Fall 2011 Preview

 

One of the smartest moves in fast fashion, other than designer collaborations, was when Forever 21 teamed up with Divine Rights of Denim to become their exclusive denim brand. Prior to this, the retailer's denim offerings left a lot to be desired and, for their part, Divine Rights of Denim had to compete in an overcrowded market. This partnership has produced so far a solid offering of affordable denim for the retailer and provided the brand with access to a built in audience.

Because of this built in audience, there really is no need to go overboard (there isn't much innovation in Divine Rights of Denim) however at an average price of $30 I don't think consumers really expect it. As a person who owns a pair, I can personally attest to the fit, which is fantastic. With a great fit, and affordable price, everything else is just extra.

For Fall, the brand has added color in shades of brown as well as some twill leggings. Everything else is made up of traditional indigo colors with a gray or two thrown in. Nothing is over the top, but with this formula, I think that works out for the best.