Ovadia Unveiling Full Denim Collection

NEW YORK — The Ovadia brothers will introduce their first comprehensive denim and basics collection this October to offer an alternative to what they see as a stagnant designer denim market. At the same time, the corporation has officially changed its name from Ovadia & Sons to Ovadia New York — or simply, Ovadia. These shifts are among the first visible changes orchestrated by Neal Kusnetz, who joined the company last October as president. Kusnetz, the cofounder and former president of Robert Graham who had also served as president of men’s and private brands for Xcel Brands, took over the day-to-day operation of Ovadia to help it expand beyond the U.S., relaunch the e-commerce site and move into other categories. The first order of business was denim. “The whole premium contemporary denim market has been maturing for a while,” Kusnetz said in an interview at the company’s new offices in SoHo. He claimed most designer brands merely dabble in a few denim pieces while the bulk of the business is a volume “$99 outlet play.” Working with Shimon and Ariel Ovadia, the twins that founded the business in 2010, they have created a 30-stock-keeping-unit collection of jeans and complementary tops and jackets with a “modern

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