(Filed Under wholesale Dancewear News). Syren Latex - the 20-year-old latex clothing manufacturer best known for creating Michelle Pfeiffer's Catwoman suit in "Batman Returns" - introduced its most affordable line yet at this April's International Lingerie Show, titled Syren Red Label.
Based on the most popular styles from the company's preexisting line, Syren Couture, Syren Red Label wholesales for between $18 and $199.50. Like Syren Couture, the Red Label line is hand-tailored in Syren's Los Angeles workshops from 14-gauge European sheet latex. The company says this results in a higher quality, more durable product than the fragile molded rubber pieces typically produced by latex manufacturers, which are dipped on two-dimensional molds that are a poor fit on real three-dimensional bodies.
The company achieved lower price points while still maintaining couture-worthy quality by streamlining the production process. While the Syren Couture line is embellished with trim, buckles and back zippers, Syren Red Label styles are clean and unadorned. Costs are also lower on Red Label thanks to a volume discount on the latex fabric that was passed on to customers: Red Label is only offered in red and black, so Syren was able to negotiate better pricing on these colors in the same high-quality latex sheeting used for its Couture line (which comes in 25 colors.) Syren Red Label is also available in sizes XS - XL, in comparison to Syren Couture, which runs up to size 3XL.
Unlike the made-to-order Syren Couture line, which has a turnaround time of four to six weeks, Syren Red Label - which is wholesale only - is kept in stock in their Los Angeles warehouse to keep shipping time efficient for wholesale customers. Red Label's 17 styles include a bandeau top, briefs, thongs, garters, leggings and a "Catwoman"-esque longsleeved bodysuit.
"Syren Red Label was created to give wholesale customers a more responsive experience by keeping popular styles and sizes in stock and ready to ship, and available at better prices, to boot," Ann-Marie Holman, brand manager of the company, commented.
Holman described styles as "something a woman could feel sexy in without feeling too bizarre or out-there." She described the typical customer interested in Syren Red Label as "a body-confident woman who is old enough to have income to invest in quality clothing--not the Hot Topic customer."
She added that latex is a natural bodyshaper, making it unnecessary for women to wear any shapewear underneath the garments.
"Latex is perhaps better suited for people with curves than those without them, since it has a natural girdling effect," she said. "Any shapewear uses fabric that contains rubber anyway. Our garments are 100 percent rubber, so they offer the consumer the unique ability to wear a body-conscious garment that is really sexy with total confidence."
Matt Romaine, owner of XTC Apparel in West Caldwell, New Jersey, remarked: "Women with curves can especially appreciate the benefits of latex clothing, as the latex distributes those extra curves evenly, instead of focusing on one specific part of the body." His store carries the Syren's Couture line. Meanwhile, Jim Jones, owner of JMJ Limited in Tilton, Illinois, noted that "The quality, the workmanship, and the attention to details have made Syren my go-to for my discerning customers. In the three years of distributing Syren, not a single customer has complained. I cannot say that about any of my other vendors."
Based in Los Angeles, Syren Couture and Syren Red Label are owned by Stockroom, Incorporated. To reach the company, contact wholesale representative Layla Ross: Layla@stockroom.com.
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