Western & English Today

Summer 2016

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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10 Western & English Today SUMMER 2016 to ft everyone from a 38R to a 54L and in fabrics from all polyester—easy care—to wool blends," says Sigmund Schwier, general mer- chandise manager for Drysdales, which has been in business with Sidran now for 30 years. In the CBU line, the male consumer appre- ciates the fashion denim, woven tops, and T-shirts. Te price points work for him, with jeans ranging from $75 to $80, woven shirts from $50 to $75, and T-shirts starting at $18. "In the Cripple Creek outerwear line, Sidran ofers a wide range of outerwear, from denim vests to wool jackets, with something for everyone," Schwier adds. "Roland does a good job of keeping in tune with trends, whether it be new fabrics or in styling — stitching detail, mineral washes, color choices, and more. You also get what you ordered and on time, which can't be said by many manufacturers." Drysdales' women's apparel buyer Leigh Ann Ofeld notes the customized experience he provides. "If I have an idea, [Roland] turns it into something great, even when I say, 'I would love it if you could just do this.' And he does. We want to stand out and so does he." What's next for the father-son duo? "I see us being more focused on what we have, staying on trend, and adding new details to that," Lane says. ATTENTION TO TRADITION One thing that will never change: their respect for traditional Westernwear, as their core audience historically has been slow to react to emerging trends. "We know from our key retailers that we can't move too fast or we'll scare people away," says Lane. "It's best that we focus on specifc looks and make them the best they can be." Still, Lane says Sidran's 2016 agenda includes careful and creative attention to pop- ular design elements such as leather fringe and Aztec- and Navajo-inspired prints, "the same that you see in Nordstrom. You see Western inspiration everywhere. Tere are always ups and downs with Western, but it always inspires new fashion trends." Now when the father-son duo talks about "change," they talk about how the lines con- tinue to evolve. "People are more price-con- scious," says Lane. He also doesn't discount the efects of climate change on the apparel industry. "Since the weather has been much warmer, we're selling jackets diferently and we've added water-resistant items," he says. Customers choose outer wear vests with faux fur or shearling in the Cripple Creek inven- tory. For CGU, oferings include more knit tops, woven button-downs, shawls, and wraps. "We're also placing a special focus on the age 18 to 35 demographic, who are really inter- ested in the CUP brands, and very involved in the rodeo scene." Along with woven shirts embroidered for arena competition, Cowboy Up and Cowgirl Up feature jeans built for rid- ers, made from a heavier-quality denim with a no-gap, no-stretch waistband. "We cater to the person who goes downtown afer a ride," says Lane. "Tey can throw on a bling shirt or add a blouse or knit to the same jeans they wore in the saddle. Te jeans won't stretch or tear and they last forever. Tey're a nice balance between being plain or too fashion-forward." 800.969.5015, www.sidraninc.com

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