J. Brand’s Houlihan Pant Blows Denim Sales Out Of The Water
Balmain’s Spring 2010 was one of those collections that made you want to throw everything you own out and rework your entire wardrobe. Christophe Decarnin revamped the idea of military chic with khaki greens, distressed leather, and of course, the bold shoulder that defines so many of the most memorable pieces in the brand’s history.
So how can you sport Balmain’s aesthetic without breaking the bank? You could pop a shoulder pad in and get a pair of torn jeans…but it simply wouldn’t look the same. Apparently, however, shoppers — thousands of them — have found a way to mimic the military chicness. And we think it looks pretty damn good.
Enter the J Brand Houlihan skinny cargo, aptly named after MASH’s Hot Lips Houlihan. One pant, one brand, over 75,000 pairs distributed.
Intermix claims to have sold 2,000 pairs, Barneys has just placed a reorder for 1,000 more of the style, and Bloomingdales has sold thousands and wants more.
It’s like they’re giving them away, right? Wrong. The pants, which you may think would go for the usual J Brand $150 range, are about $100 over the brand’s usual price point. If you’re a pants person, we say it’s worth it. But we’re surprised at the intense volume of inventory that has been sold given the $230 price point.
“In 33 years I’ve never shipped anything like this,” J Brand CEO Jeff Rudes said of the Houlihan. Apparently Cathy Horyn agrees, having made it the topic of a full length article for today’s Front Row section. She, herself, spotted five pairs at Bergdorf Goodman.
“[T]here is no denying their hot-item status,” Horyn wrote. “Although Mr. Rudes might sell more jeans and leggings, the demand for the pricey Houlihan, which J Brand considers a novelty style, has been exceptionally intense. Fashion blogs have been discussing the style since February — the fit seems to be the main draw — and you can find scads of pictures of Houlihan-supportive celebrities, including Rihanna and Jessica Alba.“
So why the immense success? Mr. Rudes says it’s the flattering fit, and Frank Doroff, Bloomingdale’s vice chairman for ready-to-wear, swears it’s the material (Japanese cotton with a touch of Lycra). We think it’s probably both, paired with the fact that J Brand seems to rarely, if ever, disappoint us with their fit or feel. The Houlihan is the perfect mix of cargo and skinny leg. Tuck a white tee shirt in and throw on a blazer and there you have it, you’re a regular old Daria Werbowy.
[via New York Times]
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