New realities, new identities

02/12/2009 | Wall Street Journal (free content), The

Last year, the young founders of menswear brand Five Four were cranking out $200 shirts. Then the luxury market collapsed, and partners Andres Izquieta and Dee Murthy scrambled to reinvent their company. They shifted fabric production to India, cut the thread count in their shirts and started producing cheap-but-salable goods like socks and backpacks. The scramble to stay afloat has given them a whole new outlook. "I think the concept of luxury is passé," says Izquieta, who now wants Five Four to be a megabrand, rather than a niche player.

View Full Article in:

Wall Street Journal (free content), The

Published in Brief:

SmartBrief Job Listings for Business

Job Title Company Location
Manager, Technical Staffing
U.S. Cellular
Chicago, IL
Human Resource Director
Salt Lake City, UT
Vice-President of Global Sales
Lindsay Corporation
Hartland, WI
Chief Operations Officer
Delta Community Supports
Blue Bell, PA
Administrative Management Specialist
Smithsonian Institute
Washington, DC