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CK One Lifestyle

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Because there weren't enough brands under the Calvin Klein umbrella: the company has just announced it will extend its CK One fragrance brand into lifestyle, launching jeanswear, underwear, and swim under the moniker for spring 2011. WWD reports: "According to CKI, the strategy to build ck one into a multifaceted brand represents "a significant move to engage and cultivate a younger, fashion-conscious male and female consumer."The design direction will reflect this notion. The denim offerings will focus on a new slouchy-slim fit for men and women in multiple washes. It will also include wovens and knits that complement the jeans. The underwear for ck one, meanwhile, will be made from cotton stretch and microfiber, and offer basic and novelty-print styles." [WWD]