Paper Denim & Cloth

The new York-based brand is strategically changing its position in the denim market and, beginning with its fall collection, will lower its price points in an effort to increase distribution and sales. The women's and men's collection of denim and non-denim pieces will retail between $100 and $160, compared with its current retail price range of $150 to $240.

"We're entering a territory that we can take full ownership of and at the same time grow business considerably," said Chris Gilbert, president of Paper Denim & Cloth. "I'm not sure there's a name for this category, but there is a big hole in the market at that price point and we feel like it's untapped."

Gilbert anticipates a 25 to 35 percent growth in wholesale volume in the first season. The retail volume for the brand topped $30 million last year.

"I'd rather own the market than be one of a number of players," he said.

By lowering the price point, the brand, in effect, hopes to increase its level of distribution, though Gilbert said a few existing accounts have already voiced concern over the repositioning.

"They're concerned about the quality of the product, but I am absolutely positive we will be able to maintain quality," he said, noting that he has also been in talks with Federated about carrying the brand. However, Gilbert said, "no actual orders have been taken."