Luxury outerwear collaborations have been multiplying for several years now. Some of the examples, mostly limited editions, that were introduced this fall for the winter 2024 season have included: Skate brand Palace pairing with outdoors label Berghaus for an outerwear and casual apparel capsule influenced by 1990s fashion. The marriage between the two British companies […]
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20/20 Vision for Licensed Eyewear
In some industries, licenses come and go, depending on property and product trends at any given time. An exception is the eyewear industry, especially the luxury component, where licensing is a consistent staple. Most deals are global and long-lasting, and contract renewals are in the news as much or more than new agreements. Here’s a […]
Hopping Into Lunar New Year
By Karen Raugust on January 19, 2023 in Character/Entertainment, Fashion, Holiday, International, Licensing
The Lunar New Year is always an opportunity for brands to forge collaborations with characters related to the appropriate sign of the Chinese zodiac, from 2022’s Year of the Tiger to 2021’s Year of the Ox and beyond. This year, starting on January 22, is the Year of the Rabbit, considered the luckiest of the […]
Best Foot Forward
Vans and Converse, not to mention Nike and its Jordan brand, Puma, Adidas, and the like, are among most active partners in the world of collaborations, as they try to feed the near-insatiable demand from sneaker collectors and other fans for new and unexpected designs. Less widely recognized on a mainstream scale, but still very […]
Just for Kicks
While collaborations between fashion labels and football/soccer clubs in Europe and elsewhere are nothing new, the landscape is expanding, with more clubs and more fashion labels entering into such agreements. The fashion styles range from luxury to streetwear to denim; in many cases the club’s main kit supplier is part of the equation as well. […]
For China’s Eyes Only
For some time, licensors ranging from luxury and sportswear labels to owners of character and sports IP have been developing their brands in China. Many have started to see some success there. In fact, a growing number identify the territory as one of their fastest rising in terms of merchandise sales. As a result, an […]
Exploring The Unknown
Celebrity adventurers have recently been looking to extend their brand equities—built on qualities such as curiosity and exploration, survival, overcoming challenges, protecting the environment, toughness, and never giving up—by entering the world of merchandise: Ed Stafford retained Brandgenuity as his licensing agent in October 2018, with plans for survival gear, outdoor apparel, knives and multipurpose […]