Donna Karan International is ready to add a new label to its stable of brands: DKNYC, a better sportswear label with price points similar to the current DKNY jeans range.

The new line will be similar in concept to the City DKNY line launched in 2001 but shuttered in 2005. Why try again? The company is doing well, sales are up, and it seems like a better time in the market.

“DKNY, in its original concept, was able to touch many people,” Donna Karan told WWD. “That’s what New York City is — complicated, multidimensional … As I see it, the C stands for circa. It’s Circa DKNY, from its original core concept, when it was really intended for a much wider level. The current success of DKNY opened up the doors to be able to expand.”

The company stresses that these are not going to be watered down version of DKNY designs. DKNY will keep the urban feel, but make it more casual, more conducive to being thrown together, and perhaps a bit more trendy.

“When we decided to do DKNYC, we said, ‘where DKNY Jeans leaves off, DKNYC would begin,’” chief executive officer Mark Weber told WWD. “It would be a complement to what is being done at DKNY Jeans at similar price points.”

Retail prices have not been released, but wholesale prices range from $25 to $45 for a T-shirt to $100 to $150 for outerwear. Nothing wholesales for more than $150.

You can look for DKNYC in July in Macy’s, Bloomingdale’s, Lord & Taylor and Dillard’s stores.

[Source]