It’s been recently reported that Star Avenue Capital acquired an interest in Los Angeles jeans maker, J Brand. Founded just last year, Star Avenue Capital is based in Century City, and is part of a partnership that includes New York private equity firm Irving Place Capital and talent agency, Creative Artists Agency. Their aim? To help the five-year-old denim company grow.
Does this mean we’ll be seeing more celebrities wearing the brand in movies and commercials? “Sure, [CAA] will do all the logical product placement where it makes sense,” said Star Avenue Capital’s managing director, Mark Genender. “But the key thing is that premium denim responds well to media, and this is all about media activation; CAA has multiple ways [to do that].”
“We don’t have any shortage of celebrity clientele,” said J Brand co-founder Chief Executive Jeff Rudes. “For me, the real value of [the CAA relationship] is in marketing and events.”
An example of this is their plan to install the brand during London Fashion Week, which starts February 19. “I can’t disclose what it is right now,” he said. “But it’s going to be fashion-industry news, and we’ll be able to use CAA’s London office–and all the resources they have in place–to take this thing to another level.”