Maybe it was Uniqlo’s coaxing Jil Sander out of semi-retirement to produce a budget range for them, that got her thinking on a discount-tip, either way, the German designer has just announced the arrival of her new cheaper diffusion line.

Jil Sander Navy will be a ‘lifestyle casual label’ and, “incorporates the values of purity, simplicity and ease. Adding and developing the aspect of casual luxe to the brand’s DNA of highest quality and forward innovation will enhance the reach of the brand. explains Alessandro Cremonesi, CEO of the Jil Sander Group. “Reflecting the nature of casual sportswear, its light and unconstructed fit, as well as the attractive price points, the line will provide the opportunity to address additional clients.”

Can’t say that I’m overwhelmed with excitement at this news, but totally get their decision to spread the brand a bit thinner. Current creative director, Raf Simons (who’ll be heading up Navy too) explains, “I will continue to open up the Jil Sander brand by pushing its boundaries and introducing new elements to reinforce and widen the attraction to the house.” Yawn yawn, seriously despite being priced 40% lower than the Jil Sander mainline, if you want your little slice of on-budget JS minimalism just head to Uniqlo.

Jil Sander Navy will launch worldwide in June and be sold in Jil Sander boutiques and online.

(All pictures: Jil Sander S/S ‘10)

Posted on April 13, 2010 at 3:33:12 by The Real Runway