Iconic sportswear brand Bill Blass has undergone a modern makeover. On Nov. 2, the brand will re-emerge exclusively as an e-commerce entity, offering designs from Creative Director Chris Benz. Benz, who also has his own line, was awarded with the CFDA Emerging Talent Award Scholarship in 2003.
Bill Blass founded his eponymous line in 1970 after rising to head designer at Maurice Rentner and subsequently purchasing the company from Rentner, renaming it Bill Blass Limited. After Blass retired in 1999 and sold the company, it was all downhill from there, culminating with a bankruptcy filing in 2008. Peacock International Holdings LLC now owns the company.
The new Bill Blass line, available solely online, includes ready-to-wear, handbags, accessories and shoes, with shipping to more than 65 countries.
“Bill Blass used the most relevant methods [at the time] to reach his customer directly, and we will continue that ethos, creating a new, modern dialogue,” said Benz in a statement.
Benz added that he is mindful of balancing the brand’s design history and the needs of the modern woman.
“Everyone at Bill Blass is passionate about infusing vitality into one of the greatest fashion brands in history,” said President and COO Stuart Goldblatt. “We are committed to investing in our future and creating the foundation for a vibrant global brand, led by e-commerce.”
Billblass.com goes live on Nov. 2.