Launches & Releases

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The owners of hip boutique chainlet Oak have debuted a lower-priced in-house line called A.OK. Crain's: "Instead of items ranging from $40 (for a T-shirt) to $1,500 (coats) at Oak, at A.OK, shoppers can find $15 T-shirts and $65 jeans. Co-owner Louis Terline hopes the offshoot will appeal to more shoppers who are drawn to four-year-old Oak's trends, but not its costliness. 'We were developing a really strong customer base—a younger, savvy customer—but some couldn't access our price point, and we didn't want to turn them away,' says Mr. Terline." [Crain's]