J Brand to Launch Sportswear Line

J BRAND Vintage Olive Skinny Cargo Pants Houlihan
J Brand Vintage Olive Skinny Cargo Houlihan Pants, $315; available at

Attention, J Brand devotees: You’ll soon be able to add more than just denim to your collection.

According to Women’s Wear Daily, the company is in the planning stages of a sportswear line that will go beyond Bettes, Houlihans and Gigis.

“It’s the first important extension of the brand,” Jeff Rudes, J Brand’s chief executive officer, told WWD. He described the forthcoming line, which will be designed by a separate team and treated as a separate company, as “simplistic minimalist with great fabrics and fits.”

While a launch date has yet to be revealed, Rudes said the line (it’s not disclosed whether the collection will be called J Brand or given a different name) is set to sell in 100 stores worldwide.

“Denim in fashion is evolving,” said Rudes. “The customer wants to be a part of it, and you need to give her what’s new and what’s exciting.”

Surely for J Brand’s loyal customer base—which includes the likes of Rihanna, Reese Witherspoon, Jessica Alba, and Katie Holmes—a chance to go head-to-toe with the brand will be plenty exciting.

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