Thu, 27 Jan 2005
Swapping Lingerie For Underwear..James Want New Zealand To See Their Knickers
High fashion underwear is now within reach of women across New Zealand with the arrival in store of james during February.
The talk of the catwalk at last year’s Air New Zealand Fashion Week, the james range is a new concept in designer underwear with a collection of knickers and cami’s designed by women, for women.
After its debut last October, the range was quick to score orders from major New Zealand department stores including
Farmers which significantly increased its order after seeing the colourful gear on the catwalk.
The brainchild of Sally Ridge and Nikki Blackley, james aims to inject a new life and design aesthetic into your undies drawer.
Sexy AND comfortable used to be an anomaly in the lingerie world but Sally and Nikki have been able to fuse these
qualities together in shapes and fabrics used in james underwear.
“You don’t have to be dressed up in lace and frills to feel sexy”, says Sally, who admits to a wardrobe of international
underwear, and none of it sheer or satin.
Colour was also a big inspiration for Nikki who was delighted to bring her business skills to the joint venture with
Ridge, one of New Zealand’s best known interior designers, thanks to her profile on television.
The first james range will include g-strings, full briefs, long sleeved tops, muscle back and string singlets. All will feature the
signature waistbands, tagging, embroidery and vibrant colours that give the brand impact, allow you the freedom to
mix’n’match and sets it apart from others.
The james philosophy is that it should feel as good as it looks whether it is hidden under a glamorous outfit, work wear or a
pair of jeans relaxing at the weekend. This is what struck a chord with buyers around the country.
The first range of james can be found in 20 Farmers stores around the country, Route 66, Kirkcaldies, Arthur Barnett, Nauti but Nice and
Ballantynes. Hot prospects are looming across the Tasman and a second range is due out at the end of winter.
ENDS