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All Weather Selvedge , a specialty Demin store, will open at the Lehigh Valley Mall in April.
Andre Williams, former NFL running back, started the business at the Promenade Shops at Saucon Valley.
He said the more than 2,000-square-foot store “is prime real estate.”
The space is located on the second floor of the mall in the space formerly occupied by Chrystols Shoetique and is close to other sports-oriented stores, he said.
Williams, who played with the New York Giants and San Diego Chargers before launching his line of specialty Denim, said he developed his line of clothing to fit athletes who may have a regular waistline, but larger thighs.
“My signature is the athletic fit, but we also offer straight and slim fits as well,” he said.
Since closing his previous location at The Promenade Shops at Saucon Valley in November, Williams said he has been working on launching a women’s line of Demin to complement his current lineup.
“I sent a team to the UK to work with the women’s English volleyball team,” he said. “They are the basis for the fit.”
The new line will follow the current products and be made with Selvedge denim which is higher quality and made in smaller batches with a continuous thread, he said.
“Clothing is significant to us as humans. The first thing we did after eating the fruit of knowledge was to make clothes,” the Parkland High School graduate said. “But we haven’t advanced technology as we should.”
Williams said Selvedge Denim is functional, sustainable and grows character as it is worn.
“I want to expand on that idea as I bring new products out in the future,” he said.
As he prepares to open the new store and launch his women’s line in the fall or winter, Williams said he is “getting my ducks in a row.”
To that end, he has secured a $100,000 grant from the Small Business Development Center through Lehigh University. “It’s not all I will need (to bring the women’s line out) but it’s significant to helping me grow,” he said.
Williams said the move to the new location after losing his lease in Saucon Valley is a blessing. When he opened his first store, he said he had the opportunity to open at Lehigh Valley Mall but chose The Promenade Shops because the rent was cheaper.
“I’m so happy the opportunity came back around,” he said. “The Simon Property Group has a great reputation and I’m honored to work with them.”
The inspiration to continue, he said, came after Eric Bartosz, author of Bar 40, Achieving Personal Excellence, asked him for a quote for the book which is printed on the front cover.
The quote, “In a world that monetizes our distractions, Bar 40 seeks to expose the value we can find in focus. It is a daily reminder that a significant portion of our success in this life is 100% up to us,” made him refocus on his goals.
The new store will carry 17 styles in Denim and two shoe styles. “I want to round out the store with small accessories that will be a collaboration with another merchant,” he said.
