Mamiye Expands Wallflower Denim Kids’ Range

Mamiye Brothers Inc. of New York is growing its new in-house girls’ denim brand, Wallflower, which it introduced on a trial basis last fall. Already available in sizes 7 to 16, the line will encompass sizes 2T through 7 for Fall ’10. According to vice president of sales Alan Lite, the Wallflower line consists primarily of bottoms, with an emphasis on the latest denim trends in the juniors market. For back to school, styles range from trend-right jeans (think embroidered, embellished and appliqued) to jeggings (both denim and knit), skirts and more. While Lite said Wallflower might offer “basics with a twist,” he noted the brand won’t be known for “basic, no-thrills jeans.” The 7 to 16 styles may mirror junior styles, Lite added, but the designers will tweak the younger sizes to ensure they are age-appropriate. Wallflower denim is aimed at department stores and wholesales for $8.50 to $12.50. For more details, contact Mamiye Brothers at (212) 279-4150.