Devil-Dog Dungarees has a rich and interesting history — and it has nothing to do with the Drake’s chocolate cream cakes.
But while General Sportwear’s private label production still represents the lion’s share of its business, the brand’s third-generation owners believe now is the right time to relaunch its heritage brand.
But the Rosenstocks have larger ambitions for the brand and believe it can be a full lifestyle collection. So they hired Zulu Williams, who had spent 16 years at Macy’s in the private label division, to the team as senior design director. Connelly said that unlike other start-ups, Devil-Dog has a unique advantage. “When you’re starting a new brand, everything is stacked against you and money and logistics can really trip you up,” he said. “But we have years of history in patternmaking, fit and sourcing.” And thanks to the ongoing success of its private label manufacturing, Devil-Dog also has adequate financing.
“We can offer scalability at a price,” said Jeff Rosenstock, adding that because of its manufacturing capabilities, wholesale customers are not held to any minimums or pre-pack requirements and the company can also handle drop shipments.The brand currently offers 17 fits and 24 washes in “a rainbow” of colors that range from light to dark.
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