Kenneth Cole wants people to ”aspire” to wear his clothes.
The 58-year-old designer is in the process of launching a new intimates collection with Delta-Galil and he hopes people will be able to see that despite the high cost, his garments are worth the price.
He said: ”The goal is to create cool clothes that people aspire to wear. That’s what I set out to do the day I went into business, but the business got in the way of it.
”Invariably you have processes and requirements to sustain certain businesses. Today the goal is to get this right despite some of the perceived obstacles.”
On his own creations, Kenneth – who last year lost $2.9 million on $478.9 million in revenue – admits he plans to ”reintroduce” himself to the women’s market.
He told WWD.com: ”We’re reintroducing women’s footwear and handbags as we speak. We’re also going to reintroduce ourselves to the Kenneth Cole woman. We’re going to speak to her in a more elevated and engaged manner. What’s on her mind, and also what’s on her body.”