ShopBop, a subsidiary of Amazon.com, has launched a new online shop for men. Dubbed East Dane, the e-tailer’s name is inspired by Dane County (where the Madison, Wisconsin, company is based), its East Washington Avenue address and East Coast fashion influences. According to their about us page:
Launched in 2013 as the brother site to Shopbop.com, East Dane is a thoughtful approach to men’s style. The name illustrates our blend of cutting-edge East Coast influences and straightforward Midwest values: “East” represents our New York team on the fashion front, while “Dane” comes from our central office’s location in Madison, the heart of Wisconsin’s Dane County.
“We loved the regal, masculine quality” of the name, says Darcy Penick, the company’s chief merchandising officer. ShopBop also maintains a co-headquarters in New York City.
East Dane is launching with 135 brands, with another 65 to be added at the end of the year. A few key brands include Marc Jacobs, Theory, Vince, A.P.C., J Brand, Aspesi, Levi’s Made & Crafted, Shipley & Halmos, Public School, 3.1 Phillip Lim, Arc’Teryx Veilance, Billykirk, Filson and Jack Spade.
According to WWD: East Dane intends to become a one-stop online shop for the booming men’s contemporary market, by targeting both a fashion-informed customer and a basics customer. “For both sites, we want to ensure we service across lifestyle needs and price points,” added Penick.
