“When you’re starting a new brand, everything is stacked against you and money and logistics can really trip you up,” he said.
Coming soon are denim trucker jackets in a stretch or rigid fabric.Ĭonnelly said that unlike other start-ups, Devil-Dog has a unique advantage. So in addition to the jeans, chinos and shorts, the mix includes hats, bandanas and leather accessories such as wallets, belts and key fobs. “Denim will always be our core, but we want to build a lifestyle brand,” said Jeff Rosenstock. 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.įor spring 2022, Williams has created an assortment of “casual men’s staples” such as T-shirts, sweatshirts, hoodies, crewnecks and polos to dress the Devil-Dog jeans customer “from the waist up - everything that goes with jeans and chinos,” he said.
#Stapled jeans full#
Initially, the brand was sold only on the brand’s website, but it has since expanded its reach and is sold at Nordstrom, Dillard’s, Stitchfix, Von Maur and some 150 specialty retailers around the U.S.īut the Rosenstocks have larger ambitions for the brand and believe it can be a full lifestyle collection. “We kept the trademark and always knew it would be relaunched,” Jeff Rosenstock said. They brought industry veteran Sean Connelly on board as vice president of merchandising and sales, and on July 1, 2019, General Sportwear relaunched Devil-Dog Dungarees in an array of vintage washes with nods to its past that included double D cording stitching, banana printed pockets, a replica label and a dog tag hanging from the belt loop.
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