Nasty Gal is Launching an In-House Collection

(Courtesy of Nasty Gal)

Nasty Gal, a carefully-curated fashionista-favorite e-commerce site, is finally launching its own in-house label.

The site will roll out the launch slowly this month. Today, Nasty Gal is also unveiling its denim collection, which features "The Kink," above, a $88 high-waisted skinny jean that comes in seven different colors. In a few weeks, the site will also reveal its shredded shorts and low-rise skinnies. Finally, later this month, Nasty Gal's full 32-piece collection will be available online. The complete collection retails between $58 and $400 for a leather jacket.

“We’re evolving quickly from providing a highly curated shopping experience and assortment of hand-picked brands and items to designing and developing our own exclusive branded products," Sophia Amoruso, Nasty Gal's founder and chief executive officer, told WWD.

“We’ve been a retailer up to this point," she continued. "Our customer is so loyal, and our natural next step is to curate from perception to production for her."

After the label launch, Nasty Gal will also release a bi-annual print magazine, appropriately dubbed Super Nasty.

In other words: big things are happening for the little online shop that could. Check out the collection's video debut, which looks like it came straight out of the early 90s: