With denim seemingly the new black, jean-skewed fashion line Dish, owned by Burnaby, B.C.-based Pimlico Apparel, is gearing up to get noticed this fall. The first move was the recent hire of Jennifer Shah – its first marketing manager – who previously worked as the online marketing manager at Roots Canada.

Shah plans to focus on increasing the exposure of the brand through PR campaigns and grassroots promotions to reach its fashion-savvy 18-24 female market. One recent example: The brand teamed up with hot shopping mag Loulou to offer a free denim jacket.

Product placement in local movies, celebrity endorsement and deals with other magazines round out the PR and promotional push.

With the brand already well known in Canada, Shah says she will be working to better penetrate the U.S. market and enter Europe and Australia in the coming months. It’s a process which includes choosing retail partners carefully.

‘We don’t want to be everywhere,’ she says. ‘We want to be in the right stores.’

Plans are also in motion to extend Dish’s product lines to include lingerie and handbags.

Best known for premium-quality jeans at a reduced price, the line of clothing is currently sold at 750 stores across North America including Aritzia and Nordstrom.