Tire companies have long extended their brands into the footwear category, not only lending their names to the collaborative shoe lines, but also providing rubber for the soles. In many cases, their brand name appears only on the bottom of the shoe. Some examples: Michelin’s footwear licensing business includes hiking boots, athletic shoes, non-slip shoes […]
Archive | Fashion
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 […]
Prom Dates
Last month Discovery Consumer Products and Macy’s announced they were extending their licensing agreement for Discovery’s Say Yes to the Prom, creating a new line of dozens of prom dresses and accessories for high school girls. Say Yes to the Prom is a community-outreach spin-off of the Discovery series Say Yes to the Dress that […]
Art x Fashion
Collections pairing the imagery of established artists with high-profile apparel and accessories labels have represented a trend in the licensing and fashion businesses for some time, and that continues, as recent deals attest: Keith Haring’s estate and its agent Artestar are collaborating with Coach on a spring/summer 2018 collection of handbags and wallets, representing the […]
New Collections for Curves
Three bloggers specializing in fashion and lifestyle guidance for plus-size women announced in the past month that they are launching new ventures in the apparel category: Gabi Gregg, who blogs under the name Gabifresh, licensed Playful Promises for a range of plus-size lingerie that debuts this month at retailers including Forever 21, Nordstrom, and Simply […]
Characters on the Runway
One indication of the ongoing importance of pairings between high-fashion labels and licensed properties from outside the world of fashion is the strong presence of such collaborations at the spring and fall Fashion Weeks and Design Weeks in the world’s capitals of high fashion. These have become key moments to debut joint collections on the […]
Quick-Service Clothing
In the last few months, several quick-service and coffee shop brands have announced promotional initiatives involving limited-edition apparel and accessories, typically handled through their advertising agency or marketing department rather than through a licensing rep: Taco Bell partnered with Forever 21 to design an apparel collection including hoodies, bodysuits, tops, and anoraks that feature the […]
A Pattern of Outbound Licensing
A smattering of sweater brands have been expanding their outbound licensing programs, taking their distinctive patterns and graphics into adjacent categories and into new territories. Marius, known for its classic Norwegian sweaters featuring horizontal geometric stripes incorporating snowflakes and reindeer, has more than 25 licensees on board in Norway, covering everything from watches to postcards […]
From Dresses To Drapes
For fashion labels, the home goods category is a natural—albeit sometimes challenging—area of interest for brand extension. Recent deals involve a range of demographics and price points, as well as a mix of retailers and manufacturers serving as licensees: Lululemon teamed with PBTeen for an exclusive capsule collection of home goods tied to Lululemon’s athletic […]
Surf Style
Over the past few years, there has been an infusion of fashion into the wetsuit category. That has led to a number of collaborations pairing designers, fashion labels, and stylish and athletic celebrities with makers of wetsuits for men and women: Japanese ready-to-wear and accessories label Julien David worked with Quiksilver on a capsule that […]