NEW YORK, N.Y. — The Lab of Denim USA and Whispering Smith have entered into a new venture partnership company called Whispering Smith / The Lab of Denim USA. The new company will be headed by Whispering Smith CEO Brian King. The Lab of Denim founder and designer Anthony Frym will head up all aspects of design for this new premium denim business. The new company will comprise three brands: The Lab of Denim/Limited Edition (price points ranging from $80 – $130), West Coast (prices points ranging from $60 – $100), and New London (price points ranging from $50 – $80). Product will begin shipping in July and will include nationwide department stores and independents boutique, including Downtown Locker room, Doctor Denim, and Man Alive, among others.

In addition, the company has taken 100 percent ownership of its manufacturing facility in China. According to King, this gives Lab of Denim strategic advantages in this premium niche market.

Says King: “In Whispering Smith, The Lab of Denim has found an ideal synergy with a well established and financed partner, who will facilitate full support of the sales, distribution, and logistical functions.”

Designer and co-owner Frym says the emphasis of his denim range is in the details. He is not afraid to experiment with different washes and finishes and the final results are truly unique. Smart wooden hanging labels come with certain styles of jeans, while others are sold with tags which contain downloadable MP3 files!

Frym, who has been designing denim for more than 20 years and who says his first pair of jeans were “Lee Cooper,” says denim is a “live item” which the world will never stop wearing or wanting.

The Lab of Denim “boutique” style showroom is located in Manhattan at 241 West 37th Street, and provides a glimpse not only at the one of a kind denim products, but also at the creative mind of its founder.

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Send2Press(R) is the originating wire service for this story, Copr. 2009.