For spring 2010 Richard Chai debuted a lower-priced secondary line, Richard Chai Love, rather than show his namesake designer collection (which can be seen by appointment in his New York showroom).
As Chai told the WSJ, "The line is really about the girl who falls in love with the men I design for. The idea is that she grabs an item out of his closet, rolls up the sleeves, and dashes out the door."
Indeed the look was more casual and sportier than Chai's pulled-together designer line, and there was an effortlessness to the collection in loose-fitting anoraks and slightly rumpled lightweight blazers, pants, and shorts. All together very wearable separates — with entry prices at $150 — that will surely please diehard Chai fans and no doubt attract a few new devotees along the way.