Lapo Elkann launches Care Label luxury denim line

Lapo Elkann chose the amFAR benefit event held in specifically transformed rooms of a former bank for the debut of Care Label, his new denimwear collection for men and women.

The evening was hosted by the charming actress Sharon Stone who chairs the foundation for the fight against Aids. Playing the part of model, Lapo wore Care Label jeans and a white cashmere jacket that belonged to his grandfather, Gianni Agnelli.

Interviewed by Wwd.com, Elkann said he was convinced that the jeans market is anything but saturated and that the characteristics of this product make it suitable for top-range niche creativity.

The same proposed by Care Label, which aims at a high positioning and focuses on quality, colors, finishes and the manufacturing techniques of the past. In a word: research.

After testing the market in spring with a pilot mini-collection sold at about a dozen Italian retailers, the brand will make its official debut in stores by fall 2008.

In the project with Lapo (who holds 25% of the shares) is designer Leopoldo Durante, majority shareholder, and Enrico Gallo, owner of Torinoventuno which distributes the brand worldwide. Also according to Wwd.com, Gallo expects sales of 7.3 million dollars this year and annual growth of 20% over the next two years.

(Source: Fashion Magazine)