Sears Goes Back-To-School Season With New Private Brand

Sears kidsSears has kicked off the back-to-school season with two new private brand fashion lines. With fresh, updated jeans perennially high on back-to-school shopping lists, Sears was inspired to expand its popular Roebuck & Co. line to boys and girls. Previously only available for men, the new Roebuck & Co. line includes denim, plus khaki cargo pants, long-sleeve tops and hoodies for boys, and leggings, tops and jackets for girls. Sears also introduced R1893 – a diverse women’s denim collection that features six fits and 52 washes.

Sears has introduced the new R1893 denim line, just in time for back-to-school season. With a name calling back to the when the Sears Roebuck name first appeared, this new women's collection takes denim to a new level. The collection features six fits and 52 washes - hi-rise jeggings, girlfriend, boot, skinny, jegging, and skinny flare - with higher cotton content and fits with varying stretch, making the jeans feel buttery, yet durable, and holding in the right places. (PRNewsFoto/Sears, Roebuck and Co.)
Sears has introduced the new R1893 denim line, just in time for back-to-school season. With a name calling back to the when the Sears Roebuck name first appeared, this new women’s collection takes denim to a new level. The collection features six fits and 52 washes – hi-rise jeggings, girlfriend, boot, skinny, jegging, and skinny flare – with higher cotton content and fits with varying stretch, making the jeans feel buttery, yet durable, and holding in the right places. (PRNewsFoto/Sears, Roebuck and Co.)

“Back to school style is about having the confidence and swag to rock a logo-less tee and unbranded jacket. It’s being on trend and owning your style by making it yours. And you can seriously do that at Sears,” said Joelle Maher, president and chief member officer for Sears. “The new apparel lines will remind our members that denim is not only our heritage, it’s our passion. We believe in expertly constructed fits, rich vintage washes and serious attention to detail.”

  • R1893– With a name calling back to when the Sears Roebuck name first appeared, this new women’s collection takes denim to a new level. The collection features six fits – hi-rise jeggings, girlfriend, boot, skinny, jegging, and skinny flare – with higher cotton content and fits with varying stretch, making the jeans feel buttery, yet durable, and holding in the right places. Sizes are 2-18 and range in price from $39-$49.
  • Roebuck & Co.– This brand plays to Sears’ heritage and focuses on quality and value. The boys line has a classic collegiate feel, with tints of color and dry processing to give it a vintage look. The line comes in two fits – straight and slim straight, each in four washes – three denim washes and black. The girls line conveys a bohemian, free-spirited attitude and features three fits – jegging, legging jean, and boot cut, with stretch in each. The jegging comes in six washes, including black, grey, and two fashion colors (pink and turquoise); legging jeans have an elastic waistband and come in four washes/colors; and boot cut comes in two indigo washes. Denim sizes are 7-16 for girls and 8-20 for boys, with plus and husky sizing available, ranging in price from $24-$32.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.