Z Supply Provides Denim to Its Rising Way of life Model Portfolio

Z Supply is making one in every of its largest class expansions but. The Costa Mesa, Calif.-based girls’s way of life model launched its first denim assortment Wednesday, marking the most recent step in its transformation from a knitwear label right into a head-to-toe wardrobe model—a transfer Mandy Fry, Z Supply president and co-owner, says has been years within the making.

Denim is the pure subsequent step for the model. When Fry joined the corporate in 2019, she was charged with accelerating progress and increasing the model past its core classes. “The idea of coming in and just doing knits sounded quite boring,” she mentioned, recalling how she and co-founders John Zhao and Greg Garrett shortly aligned round an even bigger imaginative and prescient: remodeling Z Supply into a way of life model that would outfit clients “for every moment, every day.”

That imaginative and prescient took form with the launch of the corporate’s loungewear assortment in February 2020—simply earlier than the class exploded in recognition because the pandemic reshaped shopper wardrobes. “That really catapulted us into the growth we’ve had today,” she mentioned. “It really gave us the confidence that she was ready for us to come and build a closet for her with other categories.”

Dresses, woven sweaters, jackets, graphic tees, activewear and eyewear got here subsequent, however denim was at all times on Fry’s thoughts. “It was always something I wanted to do. It needed to come at the right time for the brand,” she mentioned.

The market signaled that the time was proper. Over the final couple of years, Fry mentioned Z Supply’s 3,000 retailer companions throughout the U.S. and in Canada have persistently informed her they have been assured the model’s denim would promote. At the identical time, surveys of its e-commerce clients—who account for about 35 % of the enterprise—and suggestions from its direct-to-consumer consumers echoed that sentiment, with many requesting denim from Z Supply.

“It was really about entering a category with the customer’s trust and leaning into the idea that this is something that she not only wants from us, but she also expects it from us, and we want to complete her wardrobe,” she mentioned.

The model got down to make denim that mirrors the remainder of the model and what customers realize it for: consolation, versatility and ease. For materials, Z Supply landed on three soft-to-the-touch fabrications: a 13-ounce compact stretch denim for all-day consolation; a 12.4-ounce classic consolation stretch made with 99.5 % cotton and 0.5 % spandex; and 100% cotton trendy classic denim with an genuine texture and wash.

Flattering matches have been subsequent. “It needed to be something that she can walk into a room and feel confident about,” Fry mentioned.

The assortment contains the Muse, a high-rise straight; the Studio, a contemporary boot; the Off Duty, a mid-rise bowed ankle; the Stunner, a mid-rise bowed vast leg; the Head Turner, a high-rise vast leg; and the Show Off, a high-rise bowed. Sizes span 24-31, and washes vary from Nocturne black and ecru Soap Stone to mild and inky shades of indigo. Jeans retail for $138-$158.

Z Supply spent a 12 months growing the denim assortment, vetting provide chain companions that share the identical deal with high quality and compliance. Fry mentioned the model is working “with some of the best factories in the world that are doing [denim for] some of the brands that we look up to.”

“It’s been a year of really gaining the trust in each other and making sure that we’re ready to enter [the category] because we’re not wanting to dabble in or dip our toe into denim. We’re fully in the denim business now, and we’re excited,” she mentioned.

The assortment has already obtained optimistic suggestions from retailers “that know denim,” together with Shopbop, Evereve and Bloomingdale’s, and Fry mentioned the model is busy making ready 4 extra seasons. Holiday will introduce enjoyable novelty washes and colours, and the spring providing will double in dimension to incorporate light-weight denim jackets, clothes, shorts and tops.

But first, Z Supply will have fun its denim debut with a two-day pop-up activation at Lido Marina Village in Newport Beach, Calif. on Aug. 14-15. The pop-up will permit consumers to expertise the brand new denim assortment in individual alongside a curated assortment of the model’s Fall ’26 attire designed to model again to the denim.

“It’s a great time for the brand. Our customer has so much trust in us now from launching all these new categories. It’s been so amazing to see over the last six years how every time we launch a category, our customer is like, ‘I’m here, I’m ready and I’m willing to [make this part of] my lifestyle and my closet,” Fry mentioned. “Denim will absolutely be another category that she’s ready to take a chance on with us.”