The LA-based denim brand Genetic recently announced the investment plans of several investors from the business and music industry.

Among the investors are Peter Morton, founder of Hard Rock Hotels and Cafés, along with Jimmy Lovine, cofounder of Interscope Records and Beats Music/Beats byDre, which gained a minority of the company’s shares. To push the global expansion, the new investors support the existing investment team including founder, CEO and creative director Ali Fatourechi as well as vice president of sales Shaun Hurley und COO Brandon Lee.

The management board around Fatourechi will be extended by Peter Morton and Adam Bernhard, former CEO of Hautelook. Also Genetic team member Larry Kahn, managing partner of Bleechwood Capital, participates as investor.

Furthermore, Susie Crippen, cofounder of J Brand, Brett Markinson, CEO and founder of and cofounder of Hautelook, as well as Mark Harshbarger, former COO and CFO of philosophy, will join the investments.

The Genetic brand was founded in 2007 by Ali Fatourechi and is known for its characteristic soft denim materials. The brand is presented worldwide in department stores, selected boutiques and online shops including Barneys, Nordstrom, Bloomingsdales and Shopbop – altogether available worldwide at 500 specialized retailers and luxury boutiques in 25 countries.