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Tullahoma Industries to diversify into premium denim jeans
30
May '12
Tullahoma Industries, a leading manufacturer of combat uniforms for the US Army, is launching a high-end denim jeans brand “Grady Mac Denim”.

The premium jeans will possess the same quality, durability and comfort that all Tullahoma products have, said Richard Davenport, CEO of Tullahoma Industries.

The jeans will be made in Tennessee using US-made fabrics that have a bamboo/cotton, and bamboo/lycra/cotton blend.

Initially, the company plans to sell Grady Mac Denim products exclusively through e-commerce. At a later stage, the firm will shift to selling at specialty boutiques.

Tullahoma intends to launch the premium denim jeans brand by late summer this year. The new brand would stand in competition with existing brands such as Diesel, 7, and Citizens of Humanity.

The target customers for the new brand would be fashion conscious 18- to 49-year olds, according to the company.

Tullahoma operates three factories with two locations in Tennessee and one in Alabama, employing approximately 425 people.

Fibre2fashion News Desk - India

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