November 25, 2020

Denim Challenger The Cords & Co. Marks International Launch

PARIS — Yoga pants and joggers are just a couple of the hip bottom categories edging in on denim territory in recent years. Now Mikael Söderlindh is throwing his hat into the ring with his latest mono-product concept The Cords & Co., billed as the world’s first premium corduroy fashion brand.
The Swedish entrepreneur, who in January sold his colorful Happy Socks business to Palamon Capital Partners for $81.2 million, has big ambitions for The Cords & Co., which today marks its international launch with the opening of a global online store and two physical stores in Stockholm, where the brand’s design studio is based. “We will be the alternative to denim….Denim has gone on and on, and the market is looking for an alternative,” he said.
A week later, on Aug. 31, flagships are set to open on L.A.’s Abbot Kinney Boulevard, as well as in key locations in the Marais and Soho districts in Paris and London, followed by a store in New York’s SoHo district on September 7. The brand is also working with a selection of retail partners in 20 international markets, including Galeries Lafayette, Bergdorf Goodman and Anthropologie.
For Söderlindh, the brand’s founder and majority owner, specialization in fashion

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