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Malaysia's In Add Minus tests the waters in L
If you shop at fast-fashion stores for that prices but have a hard time getting a work-appropriate suit or perhaps a dress with no loose seam,[link widoczny dla zalogowanych], In Add Minus, a brand new entry to the area,[link widoczny dla zalogowanych], promises premium fabrics and contemporary style for prices merely a heel higher than Zara.
The contemporary boutique chain debuts this week at Westfield Century City with plans for stores in New York in January, then Miami and Costa Mesa at the end of 2011.
"That's how we target customers -- better quality, affordable but still trendy too," says Nasarudin Nasimuddin,[link widoczny dla zalogowanych], the 27-year-old chairman of the Malaysian company Naza Group,[link widoczny dla zalogowanych], which owns the company (In Add Minus is an anagram of Nasimuddin). Nasimuddin says In Add Minus is manufactured in Asia but features Italian knits,[link widoczny dla zalogowanych], French fabrics and Japanese denim. fall/winter,[link widoczny dla zalogowanych], In Add Minus offers sweaters,[link widoczny dla zalogowanych], leathers,[link widoczny dla zalogowanych], dresses and blazers. A men's wool suit from In Add Minus retails for $600, including pants,[link widoczny dla zalogowanych], blazer and shirt. For women, dresses and blouses retail for $100 or less and knitwear is under $200. Leather jackets for both men and women are $395.
Why did Nasiruddin choose the City of Angeles to produce In Add Minus?
"In LA, I discovered freedom to decorate every which way," says the USC alum,[link widoczny dla zalogowanych], who currently lives in Rancho Palos Verdes. "And I was brought up in a [former] British Colony where most people are in a suit."
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