Koral: the new brand from the 7 For All Mankind founders
Despite intense competition in the premium denim market, young brand Koral - created in 2012 – has high hopes for its feminine and minimalist collection. “Koral already has roots in the denim industry,” explains the brand. “David Koral is following the footsteps of his father to once again revolutionize the industry and lead the next generation of denim manufacturers.” The sales pitch may sound ever-so-slightly pretentious but the arguments do carry some weight. David’s father is in fact Peter Koral, who along with Rick Crane cofounded premium denim brand, 7 For All Mankind. The two launched their premium denim line in 2000 and sold it to VF Corp in 2007 for 775 million dollars.
With already one brand to their name, David and Peter Koral, along with Rick Crane, wanted to once again seduce the high-end retail industry. “The denim market is saturated with other brands, but ironically there seemed to be a lack of real denim. That is one of the reasons we created Koral – to take everything back to a simple pair of blue jeans,” they explain. “With a team of dedicated denim experts, we have certain savoir-faire when it comes to making a pair of jeans look worn. Our “Lived in Length” concept offers a variety of washes ranging from 0 to 48 months.” The jeans –which will set you back around 200 dollars – come in two main styles (cigarette and skinny), and feature a minimal amount of rivets and finishings. The brand is quick to jump for success – after just its second season the brand was sold internationally at selected retailers.
Of the brand’s potential, Koral Sales Exectutive in France, Vladimir Simic says “I feel there is a real place for Koral right now. Some retailers are growing tired of brands like 7 For All Mankind. Koral has real potential in terms of quality of material and cut. The bi-colour model should work really well. Koral sought out the best pattern cutters from 7 For All Mankind and they already have the market understanding when it comes to premium denim wear. What’s more, the brand is has the financial means to push growth through marketing.”
After launching menswear in its second season, the Koral sales representative is not only targeting the French market but also the German, taking part in Tranoï Homme and Premium in Berlin. Like its American competitors, the brand is already has new launches lined up and is preparing a transformation into a denim luxury brand.
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