Seven For All Mankind looks East
7FAM will open four new stores in China in 2010: in Beijing, Shanghai and two other as yet undetermined cities. Denim is big business in China, and appears to be the answer to the American economic woes. In 2007, American premium denim maker 7 For All Mankind entered the mainland market, and since then has established locations in Beijing, Shanghai, Wuhan, Dalian, Hangzhou and Chengdu. This week, in an interview with China Daily, Vice President of VF Asia (the Asian office of American apparel monolith VF Corp, which owns 7 For All Mankind) Raffaele Germano said the company plans to open four new retail locations in China over the course of 2010, with one store each slated for Beijing and Shanghai, with the other two locations to be determined.
The brand, famously dubbed “Sevens” by fashion editors and stylists, grew to fame in no small part because it became an instant favorite among Hollywood’s elite. 7 For All Mankind jeans continue to rank as a preferred jean among Hollywood’s leading ladies such as Angelina Jolie, Cameron Diaz, Jennifer Garner and Liv Tyler. Male celebrities such as Jake Gyllenhaal, Ben Affleck, and Ryan Reynolds became fans of the brand shortly after the launch of the 7 For All Mankind’s men’s collection in 2002.
The company continues to grow and evolve as a true denim lifestyle brand, expanding its product line to include women’s, men’s, kids, sportswear, handbag and footwear collections. The brand’s offerings also continue to expand through innovative collaborations with highly regarded designers such as The Great China Wall, Zac Posen, Azzedine Alaia, Evan Yurman and Pucci.