You Complete Me: Gallaz Adds Apparel To Its Mix

In a move designed to take its juniors’ program from a shoe line into a complete package, Gallaz has launched a softgoods and accessories range. The new range, which will hit shops beginning next February, is targeted toward girls who participate in boardsports, have penchant for art and music, and have a strong sense of individuality.

“The line is sure to capture free-thinking, independent, and creative girls looking for a clothing line that represents the true spirit of who they are,” says Marketing Manager Kelley Meidroth (nee Peery). “It’s targeted to an active board-sports enthusiast and {it}is creative, playful, streetwise, and feminine.”

Brand Manager Tabitha Erhardt, who also works for Globe’s Mooks brand, adds that the line has a handmade, customized look. “It has the do-it-yourself feel. It’s playful,” says Erhardt. “It has a crossover from the active-sportswear feel for boardriders to the girls who are looking for a one-of-a-kind, more directional piece.”

The type of customers Gallaz hopes to attract will probably key into handmade-looking items such as the brand’s 3G sleeveless tee, which looks like it’s made from three different shirts, each one using a different color and featuring unique art, sewn together to make a single garment. “It does have the feel that if a girl had some talent she could maybe make one of these pieces herself and might want to,” Erhardt says of the line.

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Gallaz apparel, designed by Linda D’alleste, made its U.S. debut to retailers at September’s ASR. The line runs the gamut, from T-shirts and tanks to jackets and sand-blasted fleece. In addition, the range includes an array of accessories such as backpacks, bags, jewelry, and wallets. Both Meidroth and Erhardt say specialty tops drive the line and will probably resonate best with customers.

“It {the specialty top} will have the most impact. It communicates the feel of the line the best,” says Erhardt. “It’s also what I feel our retailers are going to have the most success with and are going to be able to get up and going really quickly.”

The line is priced to compete with offerings from other juniors’ brands, and it’s often cheaper. “There is currently nothing over 50 dollars in the line,” says Meidroth, who adds that Gallaz apparel will hang well next to items from Volcom, Paul Frank, Hurley, and Roxy.

Gallaz is a division of Globe, and Gallaz’s plunge into the apparel business mimics what Globe did last year when its logo program grew to become a full-fledged apparel line. It’s part of the company’s strategy to create complete brands, rather than offer disparate footwear and softgoods lines. “For all of our labels, we’re focusing on building them above and beyond footwear, so they’re complete brands,” says Erhardt.

Retailers don’t have to carry Gallaz footwear in order to carry the new apparel. “We are making a conscious effort to launch the brand as a whole in its entirety, and we definitely want retailers to back the whole program,” says Erhardt. “But if they don’t have a big footwear division, we’ll still show them the apparel.”

The addition of softgoods and accessories could open doors for the Gallaz brand. “We definitely see this and our complete-package offering as opportunities to open new accounts,” Meidroth says. “First and foremost, we consider Gallaz to be an action-sports brand, so our primary focus with it is action-sports retailers, but we do foresee it being placed in boutiques as well.”