Paper Denim & Cloth
DNR: Making Waves
Founded in 1999, Paper Denim & Cloth was an early pioneer in the premium denim trend. For fall '06, however, the $30 million company is taking the surprising step of slashing its denim and sportswear prices by 35 to 45 percent--effectively removing itself from the premium fray. ASs competitors boost their prices to ever-higher price points, Paper Denim believes the time is ripe to pick lower-hanging fruit. DNR spoke with Chris Gilbert, the company's CEO, on the shift in strategy.
DNR: What is the rationale for lowering your prices so dramatically?
CHRIS GILBERT: Basically I decided for the fall '06 to take the strategic step of removing ourselves from the oversaturated premium denim industry. We're repositioning ourselves and taking ownership of a new niche in the market. We're reducing the prices of our men's jeans to $100 to $160. Before, we were at $180 to $240.
Paper Denim & Cloth Clothing & Accessories
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