Austin stores are turning to private label and exclusive garments to keep ...

Recently, I saw a pair of dark denim jeans I liked at the men's store at By George (524 N. Lamar Blvd. 472-5951, by
georgeaustin.com). To my surprise, the name on the leather label of the $198 jeans read Tellason for By George.

The collaboration came from a small San Francisco-based denim label, Tellason (www.tellason.com), whose owners reached out to By George owners Matthew and Katy Culmo a year ago. Their denim venture is part of a limited run of 24 pairs of men's jeans.

Depending on the response to their initial venture, Tellason's co-owner Pete Searson says his team would enjoy another chance to work with the local luxury retailer on other exclusive garments.
 A collaboration like this one gives a shop like By George an extra special edge, says Searson, who runs Tellason with Tony Patella. "We do that once in a while for shops we really, really like. We took a little bit of extra time to make this special order."

A collaboration like this one speaks volumes about where fashion is. To keep consumer interest high and store shelves stocked with one-of-a-kind or limited-edition pieces, a wave of Austin retailers, new and old, are increasingly introducing private-label garments and exclusive designer collaborations in their stores.

Private labels and store brands are broad terms for goods produced, marketed and sold by any retailer for its own store. Store-brand items usually are more affordable than other national brands.

For years, I have long associated private labels with department stores or specialty retailers such as the Gap, but the reality of today makes private labels and brands and exclusive items a plausible venture for smaller stores and boutiques.

For decades, big retailers such as Target, Macy's, the Gap, Saks Fifth Avenue and others have created private-label clothes, including leather coats, cotton tops, silk dresses and other selections. Doing this gives retailers control of those specialty selections, which can follow the trends of any particular season as well as help bump up the bottom line.

On the national front, Macy's, for example, also has private brands Hotel Collection, newbie Bar III and others. J.C. Penney has Arizona Jeans Co., Stafford and St. John's Bay. Target has Merona and Circo, while Saks has 10022 Shoes as well as its own clothing designs sold at its stores.

More local stores are opting to sell their own specialty goods. Longtime Austin retail store Blackmail Boutique & Atelier (1202 S. Congress Ave. 326-7670, www.blackmail
boutique.com) and newcomer the Impeccable Pig (1400 S. Congress Ave. 383-8833, theimpeccablepig.com) are examples of local boutiques that are strictly private label.

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