In recent years, rappers and their fashion and lifestyle labels have become increasingly involved in licensing and collaboration deals yielding collections of golf-influenced apparel, accessories, and footwear. In fact, in some cases, the artists’ lifestyle brands themselves are golf-related. Some examples from the last 12 months illustrate the accelerating trend: Tyler, the Creator’s Golf Le […]
Tag Archives | Converse
Seeing Eye to Eye
Eyewear remains relatively unimpacted by the pandemic when it comes to the pace of deal making. (Industry players say sales declined dramatically at the beginning of the crisis before rebounding to pre-pandemic or better levels in the fall of last year, according to a report in WWD.) Several key fashion, footwear, and luxury labels have […]
Marketers Stoked About Skateboarder Collabs
Current and former pro skateboarders are desirable collaboration partners for apparel and footwear companies. This is especially true for marketers specializing in, or with a strong business in, streetwear and/or sneakers, and that includes the biggest players. Most of the efforts take the form of capsule collections. Some examples from the past year: Reebok released […]
Upcycling Is The New Recycling
The number of licensed and collaborative initiatives that involve products made from recycled materials, or products that are recyclable themselves, has been on the rise for several years, with new examples proliferating quickly of late. One area of focus in the last year or so, and especially this fall, has been upcycling, a specific form […]
First Signs of Fall
The introduction of pumpkin spice-influenced products in restaurant chains, consumer packaged goods, and pop culture—a signal that summer is turning to autumn—begins earlier every year, with sightings as soon as mid-August. Naturally, licensed products and collaborations are in the mix. Some of the strategies for pumpkin spice-related initiatives include: Focusing on flavor. McDonald’s and Kraft […]
Rethinking for the Long Run
Designer Isaac Mizrahi and New Balance just debuted a collection of footwear and apparel exclusively on QVC, while Mattel’s Barbie’s just launched its latest capsule with Puma, in honor of the doll’s 60th anniversary. These initiatives are reminders of how sportswear companies with roots in athletic footwear have, over the past decade, expanded their realms […]
Fashion x Fashion Collaboration
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 […]
Gender-Blind Basics
Licensing deals involving unisex lines of apparel, which are designed in such a way that they fit and appeal to both genders, have been on the rise for some time, and the trend seems to be accelerating. Agreements typically focus on t-shirts, sweatshirts, jackets, and other basic items, although they can extend beyond that. Some […]
Stepping Out
With the 2016 Summer Olympic Games ongoing in Rio de Janeiro, it seems like a good time to take a look at the Brazilian footwear business, an active participant in licensing. Shoe companies frequently enter into short-term collaborations (and some longer-term deals) with Brazilian and global properties, both for products sold in Brazil and those […]