L.A.’s Rock & Republic cuts prices of most-expensive jeans

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With recession woes facing the nation’s retailers, drastic changes are underway in the industry, and some -- including moves by Los Angeles-based jeans maker Rock & Republic -- may be good for consumers.

Retail chief executives spelled out some of the changes at a National Retail Federation meeting this month, the Associated Press reported. ‘We are in a sea change,’ said Millard ‘Mickey’ Drexler, J. Crew’s chairman and chief executive and former CEO and visionary of Gap Inc.

Michael Ball, founder and creative director of Rock & Republic, said he lowered the prices of the company’s most expensive jeans before they hit store shelves in September when the economy imploded. The premium line, which had been priced from $180 to $320, now tops out at $280.

The days of the $300 jeans are gone, Ball said, according to the AP report. While other high-priced denim brands have been heavily discounted in recent months, he said he was able to avoid such heavy price cuts because of limited distribution that kept demand high.

Still, given the new climate, Ball cut the number of styles and decided to offer a less expensive, cleaner look that features two styles for men and two styles for women. The line is priced from $128 to $132.

The Recession line, to be offered at Bloomingdale’s, Neiman Marcus, Nordstrom and Saks Fifth Avenue, will be sold alongside the premium denim collection.

Ball plans to end the Recession Collection when the economy recovers. For now, he believes he’s doing his part to keep the economy rolling and help shoppers open their wallets.

-- Pat Benson