Gwen Stefani Partners With Denim Guru Michael Glasser To Launch Clothing Line Design With Purpose
Gwen Stefani has teamed up with denim expert Michael Glasser, the mastermind behind brands like 7 For All Mankind, Citizens of Humanity, and Rich and Skinny, to create a new clothing collection with, get this, no denim pieces. Titled DWP or Design with Purpose, the 18-piece collection shirks jeans for a pair of slouchy trousers made of Tencel.
“What’s so great about DWP for me is it’s different from anything I’ve ever done, working in L.A. and having the factory right here,” Stefani told WWD. (DWP is manufactured out of Glasser’s factory in Vernon, Calif., sharing production space with Rich and Skinny.) “With L.A.M.B., we have so many categories within the collection and you have different factories that do specific things, so you are a little detached…The actual designs are very simple because it’s all about everyday wear. So that’s different and new.”
In lieu of denim, the No Doubt singer utilizes leather-like fabric and sexy prints in camouflage and snakeskin for DWP’s debut collection. “I was trying to get all the basics,” said Stefani. “Michael nailed the bottoms. For tops, I was trying to think about what I wear besides a tank top. I love cuffed-up sleeves, tops that are long in front and short in back. And we did a jumpsuit and a dress to fill in the gaps.”
Added Glaser: “A buyer from Neiman Marcus came up to me and said, ‘If you show me another five-pocket jean, I’m going to punch you.’ The purpose of this company is to step into a place that we believe will encourage the business to get better, take the pressure off jeans, give it a rest. There’s no question jeans will be there, but the scale has to be balanced.”
Take a sneak peek at three looks from DWP below. Set to wholesale for between $80 and $130, the line hits stores in Spring 2014.