When it comes to lifestyle collaborations involving licensed properties, much of the attention is directed toward celebrity, character/entertainment, and sports brands that pair with fashion labels. But one of the most active areas of collaboration consists of partnerships between two different labels within the fashion industry.
Among the examples introduced or announced in the last month:
- Tommy Bahama paired with Pendleton Woolen Mills for an extensive collection encompassing menswear, womenswear, accessories, and home goods. The mash-up focuses on both brands’ Pacific Northwest roots and their connection to the outdoors.
- Carhartt Work In Progress (WIP) partnered with Converse for a reimagining of the Converse One Star sneaker in black, olive, and white, in a design described as a military-inspired blend of workwear and streetwear.
- Badgley Mischka and luxury denim brand Park Smith collaborated on a 10-piece embellished denim capsule to debut in January 2019. The pairing marks the first time the former label has entered the denim category.
- Fendi worked with Fila on a collection of footwear and bags, which was a follow-up to a collaboration involving totes, sweaters, and oversized sweatshirts that took place in spring 2018. All of the items feature a luxury streetwear style with a prominent logo playing on the design of the F that appears in both companies’ branding.
- Happy Socks paired with Stutterheim for a gender-neutral raincoat that marks the first foray of the designer sock and underwear brand into the ready-to-wear category. (It has done other collaborations for socks and accessories.) The raincoat pairs Happy Socks’ most popular design with Stutterheim’s “Stockholm” style. Both companies are based in Sweden.
These and other recent collaborations help introduce each label’s fan base to the partnering brand. They can also expand both partners’ distribution coverage and price points and sometimes give at least one of the labels an entry into a new product category. Collectively, they serve as a reminder of how important collaboration remains, not only in bringing non-fashion properties into fashion, but also within the fashion industry itself.
Watch for Raugust Communications’ monthly e-newsletter in your in-box this coming Tuesday, October 16. The Datapoint research spotlight will highlight the scope of licensed capsule collections, while The Licensing Trend of the Month will highlight how eco-friendly licensing initiatives are gaining traction of late. If you are not yet a subscriber to this free publication, you can sign up here.