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Why Jonathan Cohen Is Splitting His Business

The 15-year-old New York-based womenswear brand is introducing White Label — an accessible offer of button downs, pants and dresses ranging from $350 to $650, aimed at serving priced-out shoppers and future-proofing the business in a challenged retail environment.
Jonathan Cohen is introducing a new tier, White Label, to his brand.
Jonathan Cohen is introducing a new tier, White Label, to his brand. (Courtesy)

The fast-moving fashion calendar simultaneously strains independent designers’ resources while feeling increasingly out of step with how consumers shop. New York-based designer Jonathan Cohen wants to find a way to address both.

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