Chloe Lonsdale Diving Into Men's Denim

Building on her success with women’s denim, Chloe Lonsdale is trying her hand at the men’s side of things with her new label Jean Machine.

The new collection for gents launches this week via a partnership with the Mr. Porter website, and it will also be sold through select wholesale outlets.

Lonsdale explained, “It’s not intended to be a traditional wholesale business. We really wanted to launch again as a retail concept, like my father did in the Seventies, but the retail concept is online this time round. That’s not to say we won’t have a brick-and-mortar store in due course. But dad had over 100 stores — we would [now] like to reach the world via an online platform.”

“We’ll only be looking to work with a small amount of customers that will help us reach the consumer on ground level. Fundamentally, we’re an online retail store launching, as opposed to a new standard wholesale brand.”

The jeans will target the male 25-40 year old demographic. “He’s looking for [denim that’s] smarter, more tailored, cleaner. Something that will last and will make a statement in an understated kind of way, rather than being splashed with logos.”