DMR Fall 2011 Preview

 

From the people that brought you Level 99 and Divine Rights of Denim comes a new brand called DMR. DMR is expected to launch at a higher price point than it's sister brands with the company looking to stock at luxury department stores. This move will enable their parent company to have a denim brand at almost every price point. Very strategic.

The silhouettes shown at the preview were largely skinny. However, there were only a handful of styles available so it's hard to say if they are going to add more variety to their Fall offerings. The distinguishing characteristic was the heavy use of coatings in the collection. Using coating isn't new but there are so few brands that make it a central part of their aesthetic that my guess is they are looking to create a niche for themselves. As with most heavily coated jeans, there were skinnies that had the appearance of glossy leathers and others that mimic copper metal. 

Although coated jeans make up the majority of the collection there were more traditional washes available, but with DMR they're more of a novelty. A standout, however, was the engineer striped skinny jean.

Overall, it's hard to say if this brand is going to have an impact with the few styles shown but with Level 99 at Anthropologie and Divine Rights of Denim doing well at Forever 21, what they may lack in variety, they'll probably make up for in strategy.