American Rag to expand Industrie Denim stores

L.A.-based boutique store American Rag is planning a store expansion for Industrie Denim, its new multi-line denim concept.

The new retail concept is a collaboration between venerable denim label Levi Strauss & Co. and pioneering retailer Mark Werts, who built the American Rag specialty stores and the World Denim Bar shops. American Rag opened the first unit last month in Scottsdale, Arizona, and a flagship store is opening in San Francisco on Friday.

Levi’s brands will anchor Industrie Denim’s merchandise with an assortment of Levi’s Red Tab, Levi’s Made & Crafted, Levi’s Vintage Clothing and Dockers styles, but the stores will stock more than 80 other denim brands. Labels include Double RL, J Brand, Prps, Nudie, AG, Earnest Sewn, Joe’s Jeans, Current/Elliott and Mother and will be split evenly between Men’s and Women’s.

Each shop has a resident “Jean-ius”, trained denim experts who consult customers for that perfect pair. And like the American Rag stores, Industrie Denim locations will feature the infamous “Booty Cam” in a number of its dressing rooms to assure perfect fit. The store concept is designed with an eclectic, flea-market look that takes inspiration from the region where the store is located. The Scottsdale location featuresportraits of the Arizona desert, vintage heritage postcards, and a chic 70s pool table where denim styles to fit every shape and taste can be found. Even the large industrial overhang lights are pulled from baseball stadiums. The soon-to-be San Francisco store will display pieces of the Golden Gate Bridge.

Founder Mark Werts expects Industrie Denim to grow to seven locations averaging 3,500 to 5,000 sqft. by the end of next year, and 10 to 15 units shortly thereafter before expanding abroad.


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