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.
This story first appeared in the September 9, 2008 issue of WWD. Subscribe Today.
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.