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Hot Topic launches apparel line - Royal Bones by Daang

25
Jul '12
Daang Goodman, designer and purveyor of street fashion brand Tripp NYC, has expanded her collection with a new line exclusively for Hot Topic called Royal Bones by Daang.

Designed within the Tripp NYC sensibility, Royal Bones by Daang reflects New York City’s underground street culture and rock 'n' roll lifestyle. The collection will include everything from skinny jeans and shredded tees to skull-printed dresses and sexy corsets, and is available exclusively in Hot Topic’s 620 stores and online.

“Hot topic customers are individualistic – just like me. They like to wear clothes that make them stand out – and that’s what I’ve been designing for them for years,” says Daang. “Royal Bones by Daang is a great opportunity to take our long-standing relationship with Hot Topic to a whole new level.”

Daang’s love for apparel design was born when she was a young woman. She found herself designing and making her own clothes in order to create an edgy look that was reflective of her lifestyle. She developed clothes for Trash & Vaudeville – a mainstay of alternative fashion on St. Mark’s Place in New York City. There, rockers, mods, punks, goths, rockabillies and everyday working-class heroes who just wanted to walk and dress on the wild side could find “rock n roll to wear.” Daang’s Tripp line very quickly became popular among the locals, as well as well-known music artists.

Years later, Hot Topic’s VP and General Merchandise Manager Cindy Levitt met Daang at an industry trade show. “We realized we have a very similar customer,” recalls Daang. “Hot Topic helped us bring Tripp to like-minded people all over the country.”

“It was no surprise to us that Daang’s designs were a huge hit for our customers – and they have continued to be over the years,” said Levitt. “We’re excited to see our customers’ reaction to what we think is an impressive collection that can only be found here at Hot Topic.”

Royal Bones by Daang is available in all Hot Topic stores and online. The collection includes dresses, fashion tops and skinny jeans in a variety of colors and at a competitive price point.

Hot Topic is a mall- and web-based specialty retailer beloved by rebellious teens for more than 20 years. Hot Topic stores reflect the latest trends in music and pop culture, offering band-related apparel and accessories, licensed merchandise and fashion apparel and accessories to an edgy subculture of expressive individuals.

Hot Topic Inc


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