Bills Khakis, an American brand that made its name with sturdy chinos based upon military khakis from the 1940s, has released a new line inspired by the early origins of khaki cloth itself.
The new line, Tea Label, is geared toward a younger customer seeking a trimmer fit. The Tea Label trousers have a lower rise and trimmer leg than the company’s mainline offerings, and fabrics are distressed, garment dyed, and faded, in pastel shades as well as classic khaki hues. The name itself is a reference to British soldiers using tea-staining to camouflage their uniforms during the 1840s.
In addition to more standard-issue items, Bills Tea Label is offering trim-fitting shorts in Cramerton twills, tea-washed 5-pocket jeans, and tea-stained linen trousers. The line will also include button-down shirts in gingham, madras, and linen checks, as well as faded polos and t-shirts with the Tea Label logo.
While the company is actively seeking a younger market, Bills founder Bill Thomas says that the brand remains true to its roots and will not be swayed by the shifting winds of fashion. In an article for Philly.com, he says the new line constitutes an expansion of focus:
It’s important to be current and on target, but whatever way the breezes are blowing, we want to be pointed in one direction. We aren’t going to get blown off the road because of what’s happening on the runway. We are a touchstone of American values. We want our customers to identify with Bills Khakis on every level.
A selection of Tea Label is currently available for sale on the Bills Khakis website. — ZD