J Brand to Join Helmut Lang, Isabel Marant with Sportswear Range

Celeb famed denim officienado J Brand hopes to one-up its Hollywood influence with its new sportswear collection.  Next year, J Brand will debut a 140-piece collection including tees, knits, blazers, leather jackets, fur accessories and all new denim.  Starting at $200 and zeroing in at $1500 dollars, the new line will compete with labels like Helmut Lang and Isabel Marant and will be available in limited quantities at select retailers.

J Brand looks to add shoes and handbags in 2013, and a flagship store in NYC in 2015.

J Brand has tapped supermodel Lily Aldridge  as their first spokeswoman.

Source: Elle Fashion