This time I would like to take a different approach to introducing a new denim brand. I did a Q/A with Jenna Lonstein, designer of the O*T*R brand, who is also responsible for the well established denim label Anlo.
Q: What are the details on the jeans in picture # 2, 3 and 7 (below) of the F/W 2010 lookbook?
A: On the “Peep Show” skinny (picture 2), we did a double grommet detail on the side seams, so a tiny bit of skin peeps through On the “Riveter” skinny (picture 3), we did a single antique brass rivet detail on the side seam. On the “Riveter” legging (picture 7), again. we did a single antique brass rivet detail on the side seam.
Q: Are the O*T*R jeans very stretchy or just medium stretchy?
A: We use a range of fabrics for the O*T*R line. Our skinnies tend to be on the
stretchier side, but they’re great because they really suck you in. For our looser
fitting styles, like trousers and slouch bodies, we use fabrics with less strecht in
Q: What exactly do mean by O*T*R?
A:We liked the name O*T*R, standing for “Off the Record” because we wanted to create
something less mainstream, more off the record so to speak. While we offer a
variety of styles, we wanted to really be able to get creative, push more fashion
denim and washes that weren’t so basic.
Q: Is this a sister company from Anlo, or just a more affordable Anlo? Will the two
brands go in different directions or just have different prices?
A: O*T*R is a sister company to Anlo. We’re not only making premium denim at a lower
price point with O*T*R, we’re also trying to go in an edgier direction with the line. We see the Anlo customer really gravitating towards our basics. Anlo really has been going more in a sophisticated basics direction. With O*T*R we want to try and go in a different direction than we’ve taken Anlo. Also, we found that at a lower price point, customers are more willing to try fashion denim styles and take more of a risk, because it isn’t a huge investment for them to make.
Q: Where and when will O*T*R* be available?
Q: Which celebs are wearing O*T*R jeans?
A; Kim Kardashian, Katy Perry, January Jones, Kourtney Kardashian, Ellen Pompeo, and Vanessa Hudgens.