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Jil Sander Adds Lower-Priced Line

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Jil Sander Adds Lower-Priced Line

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Jil Sander is launching Navy, a more relaxed, less-expensive spin-off of the main collection, spearheaded by creative designer Raf Simons.

According to WWD, the line will launch for the Spring/Summer 2011 season, with the intent to attract a slightly younger clientele than Sander's current fan base -- specifically, a customer with more "dynamic attitude," as CEO Alessandro Cremonesi told WWD. While the collection will still have all the hallmarks of the Jil Sander aesthetic -- impeccable tailoring and good materials -- the line will have a bit more laid-back, sporty attitude, in addition to a much lower price point: The Jil Sander main line (pictured), WWD reports, runs $300 to nearly $4,000, while the Navy collection will be about 40 percent less overall and will include all the essentials, from trench coats to T-shirts and denim.

Fans of the Jil Sander label can be almost cult-like in their devotion, so we have a feeling Navy will be greeted with the same appeal, if not more so. Considering Simons' simple-and-classic take on design for the brand, a lower-priced spin-off seems like an overdue move. 

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