Jersey City fashion designer's line Cuffe Parade focuses on comfort, contemporary style

In her Downtown Jersey City apartment, 31-year-old designer Rehna Pendse sketches and designs looks for what she hopes could be fashion's next big brand.

Cuffe Parade, named after Pendse's birthplace in India, is a clothing line that the FIT graduate says emphasizes both comfort and style.

"I want to make sure the woman is comfortable in her clothing," said Pendse. "My aesthetic is just really easy dressing but it has to have some sort of fun element to it at all times, like pops of color."

Pendse's clothing is made with natural fibers and often feature elaborate beading done in India, she said, adding that some pieces take 100 hours to bead.

The designer said she hopes her clothing appeals to women who want trendy, high-quality clothing "that can compare to Valentino" without paying a Valentino price.

"My line is a very high-end, high-quality collection but at a contemporary price," said Pendse. " It's for a woman who likes good things but doesn't want to spend a huge amount."

Pieces from her collection retail for as low as $70, she said, adding that fully beaded items can sell for up to $600. Most items, however, range from $150 to $200, Pendse said.

Only in its second season, the line has been attracting some attention and is currently available in New York boutiques. Soon, Pendse said, Cuffe Parade will also be sold in Dallas and Los Angeles stores and through her website.

"People are responding to it even despite the economy being so bad. It's growing at a steady pace," said Pendse.

"The economy is my biggest enemy right now because it's the one thing out of my control. But the more your name is around, it gets better and better," said the designer. "It takes a lot of networking and you need to have a great line, but you'll get there. It will just take a longer time."
Overall, Pendse foresees good things.

"My short-term goals are to get better representation and get into more stores around the country. My long-term goal is to be established as a lifestyle brand," she said. "I love fashion but I also do interior design on the side - I have a lot of creativity in me."