In the jeans.

Lawman Inc. has created a new line of jeans aimed at penetrating what company President William Chu said is an underserved denim segment--the $50 to $60 jean.

The brand, Petrojeans, is expected to launch in time for the holiday season.

"It's something I came up with after surveying the industry for the price point I believe is most attractive," said Chu. "By 2005, with the elimination of the World Trade Organization's quota system, vertically-integrated operations like myself with manufacturing capabilities outside the U.S. want to fully take advantage of that."

Existing quotas mandate that importing countries determine how much they allow other countries to ship to them, as well as what fabrics and garments they accept. Lawman, which is based in Los Angeles, has manufacturing facilities in Hong Kong and China.

The line, which targets consumers 18 to 24, includes six styles each for men and women in fabrics such as 12-ounce ring denim, lightweight gray-black denim, stretch denim and color twills. There is also an indigo chino with ripped holes sewn with shirt fabric and styles with pockets over pockets and a cellular phone sleeve.

Lawman is looking to sell the product in specialty department stores and boutiques nationwide; however, Chu said the company has just begun putting together a potential retail list and has not yet nailed down any L.A.-area retailers.

The company expects to generate $2 million to $3 million in revenues during the first year for the line. Tops and woven items are expected to debut in Fall 2005.

Staff reporter Rebecca Flass can be reached at [phone], ext. 230, or at [e-mail].