Digital Brands Group launches luxury performance suiting brand ACE Studios
Digital Brands Group (DGB) has launched Ace Studios, a luxury performance suiting and tailored clothing brand that marks the second digital-native brand to join the company.
For its debut suit line, entitled the Luxury Performance suit line, Ace partnered with Italian mill Guabello, using its “Impact Zero” fabric, a material that is "both sustainable and performance driven while maintaining a soft luxurious hand feel". According to DGB, the unique fabric requires only one-third of the water normally used to create traditional wool fabrics and avoids the use of certain harsh chemicals. Additionally, the fabric offers four-way stretch and is water-repellent, anti-wrinkle, odor-free and thermoregulated.
The line will launch January 15, and will continue to roll out a collection of performance tees, dress shirts, a performance blazer and five-pocket chinos in the coming months. Suits from Ace's first product launch will be available in slim and tailored fits, with a third athletic fit to be added in the future. Prices range from $80 to $265.
According to company executives at DBG, Ace's launch was aided by the pre-existing platform created by its fellow denim brand, DSTLD.
“We were able to launch Ace with very little incremental cost by sharing internal resources with our sister brand DSTLD," said Hil Davis, chief executive officer at DBG, in a release. "This proves we can build a portfolio of curated vertical commerce brands that we can successfully scale by providing them with the support and tools needed to grow.”
The Ace launch comes as part of the company’s plan to develop or acquire one or two strong digital-first lifestyle brands each year. As part of this strategy, DBG offers digital-first native brands the opportunity to leverage the company's shared operational, infrastructure and data resources in order to reduce fixed costs and offer lower pricing to the end consumer, allowing brands to re-invest in marketing.
The Ace site is currently available to UK customers.
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