Doo-Ri Designer Doori Chung will launch an as of yet unnamed lower-priced line next year (though it will not be labeled Doo.Ri). The Korean-American fashion designer told WWD that she will incorporate her signature draping and feminine silhouettes in fabrics more suitable for everyday wear (T-shirt jerseys and leather were among those named by the designer), and that the launch stems from a desire to broaden her price points.
Chung is quoted as saying, “I have been thinking about this for a really long time. Within my own collection there is a great need to have a wider price range. A second line allows me to do that. Every time I tried to bring them into the main collection, I feel that there is a disconnect. This was a great outlet for me, with clothes that my friends could wear to work or on weekends.”
The line will feature leather jackets, stretch leather leggings, silk screened T-shirts and jersey dresses. Jersey dresses in the new line will wholesale from $170 to $200, jersey tops from $80 to $119, jersey outerwear from $200 to $325, and leather jackets for $475. In comparison dresses in the Chung’s main collection wholesale from $395 to $895, tops from $250 to $675, outerwear from $425 to $825, and knitwear from $275 to $825.
There are no plans for a runway presentation for the diffusion line which is part of a growing number of designers opting for second lines. Thakoon is launching a new capsule collection called Thakoon Addition, which will offer less expensive takes on some of the designer’s signature designs. Next year Tuleh’s Bryan Bradley is also launching a lower-priced line called Bryan Bradley and Zac Posen has plans to launch a secondary line with a to-be-determined launch date.