"We used to sell at stores like Dillard's and Macy's, but we just didn't feel like the connect was there with our customers," John Williams, brand manager for Divine Rights of Denim told StyleList. "So we took a short break until Forever 21 came to us."
Williams said that just because the jeans will now be sold at a lower price point, it doesn't mean that they've changed the product. He said that since the company manufactures its own fabrics in its own production facilities, they are able to keep the costs low. "The construction is still very premium," he promised.
Divine Rights of Denim's entrance into Forever 21 marks the first time a branded line will be sold at the retailer. A select number of styles are already available at most locations, but the company is planning a full collection launch at the stores next month and will also be available on Forever21.com.
Now designed specifically with Forever 21 customers in mind, Divine Rights of Denim's initial collection features trend-driven styles in an array of colors and washes available in three fits - skinny, straight and jegging. In the months following the debut, additional styles will be introduced, increasing the brands offerings in Forever 21 stores worldwide.