Culture Apparel LLC has signed a multiyear license with B.U.M. Equipment for men’s and women’s sportswear to launch in the spring.
According to Culture Apparel, B.U.M. Equipment is being reintroduced as California-inspired lifestyle apparel. Culture Apparel is headed by Roy Thorsen, an apparel industry veteran, and entrepreneur Bernie Huberman.
There will be an exclusive capsule collection for holiday 2008 that only a select number of specialty doors will carry, the company said.
Joseph Burke, president of sales for B.U.M., said, “The women’s collection is a lifestyle brand which will be knit-driven, but will also encompass denim and outwear.” Knits are expected to retail at between $24 and $48; hoodies, from $62 to $78, and denim, from $62 to $88.
To support the relaunch aggressive advertising is planned for the fourth quarter of this year, including outdoor advertising in New York’s Times Square.
Culture Apparel was launched in July to develop brands and revitalize others through licenses. The company is specializing in the young men’s and junior markets.
Thorsen began his career at Bugle Boy Industries, where he spent 11 years, most as vice president of finance for the wholesale and retail divisions. He also helped launch the Nesi Apparel Group and eventually moved on to Moshay Inc.
Last year, Huberman approached Thorsen to form a partnership to create primary ownership and licensing agreements with emerging brands.
Now, Culture Apparel is launching with Jib Hunt streetwear, Cabral for young men’s, b.unique contemporary sportswear and the B.U.M. license.
Thorsen said sales for the combined labels next year are projected to exceed $20 million.
“All of these brands have been able to establish different levels of success and recognition in the market…but have lacked the infrastructure and the capital to truly support them,” Thorsen said.
Culture Apparel has signed a lease for a 5,300-square-foot showroom in Manhattan’s Garment District and will operate a production office in Los Angeles.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast