HONG KONG - From two iconic lower-case letters to a metal that evokes status and shine, ck Calvin Klein - a diffusion brand of minimalist American label Calvin Klein - has been relaunched as the Calvin Klein platinum label.
The spring/summer 2014 apparel collection, which will hit stores in Singapore next Wednesday, marks the debut of the label.
Like its previous incarnation, the platinum label is positioned between the higher-end Collection brand and the lower-end Calvin Klein Jeans.
The brand's global creative director, Mr Kevin Carrigan, explains that the move was in line with the design house's plans to unify and elevate the different brands under the Calvin Klein name.
"In today's confused and over-saturated market, we really need to capitalise and push forward with the megabrand name," said Mr Carrigan in an interview with Urban recently.
In addition to the platinum label, the 48-year-old Englishman oversees the white label, a diffusion line available only in the United States, and the brand's jeans and underwear lines. The Collection, shoes and accessories, and home sections are helmed by other designers.
The affable New York-based Carrigan goes on to say that the Calvin Klein customer has evolved and become more sophisticated, particularly in this era abundant with information and brand choice.
"We're a brand that really didn't need reinventing," he says, referring to the name and aesthetic of the house, which is widely recognised as a pioneer in minimalist fashion and sportswear.
"But we have to 'fast forward' the codes of the brand for a new generation, which means keeping it relevant for today and elevating and upgrading the brand for a consumer with very high expectations of fashion." One of the biggest concrete changes shoppers will be able to see in the new platinum label is the use of better quality fabrics such as cashmere, alpaca and tropical wools from Italy, and futuristic fabrics from Japan, such as acetates and polyesters.
"It's a kind of a fusing of Calvin Klein classicism with contemporary innovations and fabrics," says the designer.
While the price points, which will range from $229 for a men's shirt to $4,800 for a leather coat, are about 15 to 20 per cent higher than ck Calvin Klein, Mr Carrigan insists that the items are still value-for-money because of the high quality of the material and workmanship.