Bum Equipment is hoping to capitalize on the trend for legacy brands.
The 30-year-old label has inked a licensing deal with Freeze to relaunch Bum’s men’s activewear line.
Stephen Wayne, chairman of Bum Equipment LLC, said after testing the waters with a successful 30th anniversary capsule last year, the brand had entertained the idea of manufacturing the line itself, but opted instead for a licensing model.
“With Freeze, we found the perfect company to license our most trusted asset — the men’s wear piece — with a rollout of a complete line of knitted sportswear both manufactured domestically and imported,” he said. “After meeting with Charlie Tebele, chief executive officer of Freeze, late last year we came together very quickly. Their fine reputation with all the targeted retailers made the decision very easy. Not only are they one of the leaders in their arena but they excel in developing product for individual retailers.”
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The main collection will be offered for back-to-school, Wayne said, although select capsules may launch earlier. The collection will be shown at the MAGIC show in Las Vegas next week. It will start with knit tops and bottoms that will retail for $35-$55.
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Tebele called the Bum Equipment brand “nostalgic. We believe the time is ripe to recapture the consumer who was a fan when the brand originally launched plus the young men’s demo that will gravitate toward it due to compelling graphics and styling. Retro sports brands are on trend.”
He added that the initial target distribution will be specialty stores “that target the hip Millennials.”
Additionally, Bum has signed two other long-term licenses with Stepping Stones International for boys, girls, infants and toddlers’ footwear. The deal includes shoes, sneakers, flip-flops, baby accessories and hosiery that will retail for $19.99 to $29.99. Last fall, infants and toddlers sportswear were introduced through a license with Land N Sea.
These deals bring the total number of licenses for Bum to 10 since its launch last year.
Jack Mehani, ceo of Stepping Stones International, called the partnership “a natural for us since we have an extensive knowledge and experience in these product categories, We are planning on launching a full collection for holiday/spring 2018.”
Wayne has owned the Bum Equipment trademark since 1997. He also licenses other brands including Sasson Jeans, Bugle Boy, Andrew Fezza and Izod.
He said Bum is still seeking licensees for women’s wear, boys’ apparel for ages 8-20, adult footwear, bags and hats.