The French jeanswear maker Le Temps des Cerises is launching for a new line called L.T.C. for the Winter 10-11 season. This “hybrid collection,” containing about 50 pieces with a main focus on womenswear, was unveiled at the Bread & butter fashion fair in Berlin. L.T.C. is intended to be more audacious in creativity and more fashionable than the main line, and offers a mix between a cool as casual attitude and elegance, addressed at a young urban clientele. The designers have even invented new names for certain products, such as the “swacket” for a jacket with the softness of a sweater and “coatigan” for a hybrid between a coat and a cardigan.

To separate the new line from the original Le Temps des Cerises collection, the company has outsourced distribution to the agency MC Studio in Arles, who want to present the collection in France via multibrand retailers for young designer labels as an option in the entry-level price range. Pieces are quite affordable: T-shirts are about €49, dresses in jersey-cotton about €69, and jackets in cord or jersey-cotton are about €140.

With L.T.C. the company from Marseille offers five lines: the main line Le Temps des Cerises; the children’s collections Little Cerise and L*Rags, with Lord Richards for teens ages 14-16; the sophisticated jeans line Japan Rags; and now L.T.C.

—Barbara Markert