EOC WK3 (Chapter 3-Exercise)

Calvin Klein

“Between love and madness lies obsession.” Calvin Klein is a perfect example of a person who has created a well-established fashion brand. Klein’s business consists of clothing (men and woman), cosmetics, fragrance, and home goods. Klein built this branded empire from his first line of coats and suits. This is where he got his start in the fashion industry. He is known for his racy fashion ads, he took sex sells to the next level. In the 1990’s actors and models like Mark Walberg, Kate Moss, and Brook Shields were the face of Calvin Klein Jeans. These advertisements were considered Controversial, but he made a long lasting impression on the industry. Klein was born in Bronx New York, on November 19, 1942. He was raised in a middle class Jewish community. Klein attended New York school of Industrial Art (it is now known as The High School of Art and Design) and the Fashion Institute of Technology. He graduated from Fashion Institute of Technology in 1962. In the beginning Klein work at three firms where he got his recognition for his coat and suit design. Klein soon became known as the intrinsically American Style. While being a true American classic Klein was able to stay up to date with the new trends. In 1968 Klein and his long time friend Barry Schwartz partnered up to form Calvin Klein Ltd. This is the mega brand we see today. Even though Klein is known for his woman’s sports wear, and men’s wear; his brand also include jeans, shoes, underwear, bed sheets, cosmetics, skin care and fragrances. Quickly after partnering with Schwartz the word spread threw the fashion industry that Klein is a sleek and talented designer. In 1970 is when he introduced he Jean line. “Calvin Klein is said to have instigated a revolution in advertising when he launched his jeans range - the original designer jeans. This new range was advertised as wholesome, sexy and practical, using the model Brooke Shields.”(bio.com) In 1982 the underwear, and men’s wear line was introduced; also during the 1980’s Klein’s fragrance was released. These fragrances include “Obsession, Eternity, and Escape.” Over time swimwear, accessories, and eyewear was added to his empire. He got married in 1986 to Kelly Rector, but ten years later followed in divorce. In the 1993 Klein made a huge impact on the market by releasing his unisex fragrance “CK One”. In 1993 marked Klein’s twenty-fifth anniversary. Shortly after in 2002 he hired Francisco Costa as his new creative Director of his woman line. Klein sold his company to Phillips-Van Heusen this is when he retired. The creative designer for his men’s wear, Calvin Klein line, and Calvin Klein Jean is Italo Zucchelli and Kevin Carrigan. Klien is still the company’s creative chief. Klein has many awards, over is career to honor him and his success with the CK brand. He was honored with the Council of Fashion Designer of the Year, for men’s and woman’s wear. Klein was the first designer to win both categories in the same year. His background in education and work history prepared him for the brand he created today. Much as any designer he worked for someone else in till he got his break. His big break came from his coats, and suit designs. You can come pare Klein to other major branding creator, such as Ralph Lauren. The reason why I would choose this designer over any other in the industry today, is because of where he got his start “ recognition.” Calvin Klein was originally recognized for his coats . He is relatable to what I would like to do. I want to start off with a coat line, and work my way into other brands. He is an inspiration for anyone who wants to create a successful brand. He knows that branding is everything.