In recent years, the brand hasn’t focused on its women’s business, but Maria Boschetti, PR manager for DC, said it will reaffirm its commitment to developing women’s product for fall ’12 with a new sneaker and fashion product.
“This [season] is almost like a coming-out party for us,” Boschetti said, noting that the brand also has introduced a new logo specific to its women’s line. “We haven’t had this kind of attention on the women’s business in a while.”
During a recent press preview in Los Angeles, the label debuted its lightweight women’s Unilite trainer, a new product category for the company that is also available for men.
“It’s our first trainer for the brand,” Boschetti said. “We feel the tech and the colors are superior to anything out there.”
In addition to an array of high-tops and vulcanized shoes, DC also debuted its first line of fashion items for women, including the tall Flex Boot. “It’s lightweight and water resistant,” Boschetti said, adding that the product assortment aims to offer mature looks for women who may have grown up with DC Shoes.
“The styles in the women’s line are more grown up,” she said. “The brand has grown up, the girl has grown up, and we want to have things that she’ll want to wear.”