Sprwmn Launches Men’s Collection ‘Sprmn’ by Joe’s Jeans Founder Joe Dahan

Ambre and Joe Dahan are probably the most affectionate former couples in fashion.

Although the two were married for 10 years and separated in 2013, they still work together every day on the women’s brand, Sprwmn, which is celebrating its 10^th anniversary this year.

Joe Dahan is the founder of Joe’s Jeans and the Paris-born Ambre Dahan was a design director for the brand so they both have extensive creative backgrounds.

“We’re still married,” Joe Dahan said, “just during the day, not at night.”

Ambre Dahan added: “People come into our office and think our relationship is very funny. They say, ‘Oh my god, you should have a [television] show.’”

Joe Dahan interjected: “After so many years, it’s family. We love each other. We have kids and when we argue, it’s like brothers and sisters.”

That unconventional love affair has helped Sprwmn, pronounced Superwoman, carve out a niche in the competitive women’s arena with its stretch leather leggings, cashmere loungewear and elevated cotton fleece pieces designed primarily by Ambre Dahan.

And now, they’re launching men’s, that they’re calling Sprmn, designed by Joe Dahan.

“We’ve been doing women’s for so long and built such a loyal customer,” he said. “We have a super high percentage of returning customers and men’s was my background, so I figured, all these women probably have husbands that they want to shop for. So I think it’s time to make their husbands look just as good as them.”

The launch collection is extensive and includes leather jackets, sweaters, trousers, sweatshirts, sweatpants, long- and short-sleeve T-shirts and of course, jeans. Prices range from $185 for a classic T-shirt and $395 for a button-down shirt to $375 for jeans, $675 for a classic crewneck sweater and $1,495 for a leather jacket.

Joe Dahan said his favorites include the relaxed silhouette in pants as well as the slimmer “going-out” models. He also singled out the jackets, which he characterized as clean, modern and cool.

But with all of the pieces, they stressed that the fabrics are paramount to the offering. “We’re using a mill from Italy for our tropical wools that is 360 years old,” he said. “It’s almost unbelievable. There’s no budget on fabric. We just use the nicest fabrics possible.”

Ambre Dahan added that some of the pieces are unisex and mimic those used in the women’s collection. And she expects that women will wear some of the men’s pieces, such as the jackets and sweaters. “There’s definitely crossover,” she said.

The men’s collection will launch on Sept. 2 on the company’s website only, which is intentional. “We did that with cashmere,” Ambre Dahan said. “We like to test a concept first.”

Joe Dahan added: “We want to make sure it works online before we even bring it out to wholesale. We don’t want issues with stuff not working at retail, so we take the risk ourselves.”

Sprmn will also be sold at the brand’s newly opened pop-up at the Brentwood Country Mart. Ambre Dahan said that while the shop has been leased for six months, if successful, they’re hoping it can remain.

“We really want to connect with the customer,” she said. “Online is fantastic, but people who come into a store really want to try on pieces. It’s a different way of shopping.”

This is Sprwmn’s second move into retail. Right before the pandemic, the brand had opened a store on Melrose Place in L.A. but it was forced to close.

“We’re not going to open 40 stores because we don’t have the capability or the team, but we’d like to have a few stores,” she said. “We do some trunk shows but we would love to have stores in L.A. and some other cities in the U.S., like New York.”

The duo said it’s hard to believe that Sprwmn, which is self-funded with no outside investors, is now 10 years old and has become a favorite of celebrities such as Courteney Cox and Rachel Zoe. While successful, they admit that the road hasn’t always been easy. “Especially after COVID and the tariffs, it’s not an easy business,” Ambre Dahan said. “But the growth was organic and we’ve been growing over 50 percent year-over-year,” her partner added.

They attribute the line’s success to the quality of the product as well as its complementary marketing. “All the leather and suede comes from France,” Ambre Dahan said. “The quality has to remain because that’s what differentiates us from other brands in the same space. And we work really hard on content. Everything is really thought out.”

So where do they see the brand 10 years down the road? “We just want to continue growing consistently, doing what we enjoy and hopefully not have to take on partners,” she said. “That’s our main goal.”