By  on July 18, 2008

LOS ANGELES — Blue Holdings Inc. said Thursday that it agreed to start a joint venture with Headgear Inc. to market Blue Holdings brands, including premium denim lines Antik Denim and Taverniti So, and develop nondenim products.

Under terms of the agreement, City of Commerce, Calif.-based Blue Holdings will codevelop products and provide sales and marketing support, such as introducing Headgear's brands to celebrities and linking the companies' Web sites. In turn, Headgear will design and develop all nondenim apparel and footwear, sharing its worldwide factories and sourcing with Blue Holdings.

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