American Attitudes, parent company to such brands as Emma & Posh cashmere, Second Skin, Say What? and the newest and only men’s brand in its stable, the contemporary line Unruly Heir, hosted a cocktail party in New York Tuesday night to officially unveil its new, expanded headquarters and showroom space at 1400 Broadway in the heart of the Garment Center.

Consisting of individual showrooms for its various brands plus design, production and administrative space in the rear, the new space reflects American Attitudes’ ongoing growth, expansion and diversification explained Senior Executive Vice President Rozita Pnini.

Started as a knitting mill in the 1980s, the company went on to become a key player in the juniors’ market. Of late, though, it has made significant headway into the contemporary sector by launching Emma & Posh and Phillip Bloch for Emma & Posh, a small, more affordable sub-collection created by the celebrity stylist turned designer.

Bloch is also working with the company on Phillip Bloch for Unruly Heir, another sub-brand of more basic-type pieces which is being launched for F/W 2009-10.

American Attitudes announced that it had acquired Unruly Heir last month. Under the new ownership, the young line’s founder and creative director, Joey Goodwin, has expanded the graphic-driven men’s brand into a full collection that includes its first ever outerwear, leather jacket and formalwear. Goodwin’s thematic story for the F/W 2009-10 collection is “Catcher on The Bowery,” which takes a Holden Caufieldesque look at the infamous NYC street that is currently transforming from Skid Row to chi-chi hotspot of posh hotels, stores and restaurants.

Pnini added that American Attitudes will continue to expand, either through new launches or additional acquisitions, in coming months. These plans include the launch of a footwear line for Spring 2010.

—Christopher Blomquist