The new rock-inspired men’s and women’s denim line Lamb & Flag has begun its rollout.

Created by US apparel giant Kellwood, (see related news story about yesterday’s exit of its CEO, Mike Kramer), the brand, which targets 18- to 24-year-olds, just launched its own e-commerce store, www.lambandflag.com. It will unveil its first brick-and-mortar store, a 3,500-sq.-foot (325sqm) space in the Brea Mall in Brea, California, on December 16. Two more stores, one each in The Shops at Mission Viejo (Mission Viejo, California) and the Los Cerritos Center (Los Cerritos, California), will open in January 2012. All three stores will carry the complete Lamb & Flag range along with apparel from a revolving selection of other brands. These third-party labels will initially include A.P.C., Nudie, Cheap Monday and RVCA, among others.

Lamb & Flag takes its name from a famous English pub and the initial offering includes vintage-inspired denim, knits, dresses, colorblocked sweatshirts, logo tees, hoodies and military-inspired jackets, as well as a fragrance for men called No. 18 and one for women called No. 12.

Retail prices are $56 to $98 for denim, $22 to $68 for tees and wovens and $48 to $128 for outerwear.