True Religion aims for up to 50% of sales from sports
21/04/2009
Apparel brand True Religion has announced a new licensing agreement with New York-based United Legwear Company, to manufacture men’s, women’s and children’s branded athletic socks and other legwear products.
After a launch across the US, United Legwear Company is planning to distribute the True Religion legwear in select markets in other parts of North America, Europe and Asia.
“We are excited to partner with United Legwear Company to launch True Religion branded legwear, which we believe represents a natural extension of our product offering,” said Jeffrey Lubell, chairman, chief executive officer and chief merchant of for the brand. “United Legwear Company’s designers excel in identifying the latest in emerging trends and fashions, while understanding and maintaining the essence of our brand. We look forward to working closely with them to leverage their expertise in trend-setting fabrics and concepts to deliver a line consisting of casual socks, athletic socks, tube socks, tights, and leggings for men, women and children that reflects the quality and innovation consumers have come to expect from us.”
The company’s president for apparel, Michael Buckley said at the same time that True Religion regarded the deal as a step towards a long-term goal of achieving between 40% and 50% of sales from sportswear. He added that his company would look for further partnerships with licensees with expertise in categories that are complementary to the existing product offering. “In doing so, we believe we can expand our product mix with minimal infrastructure investment and contribute to the future profitable growth of the company,” he said.
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