By  on September 10, 2008

Sears is launching a women’s, men’s and children’s apparel collection produced under license from the U.S. Army.

The All American Army Brand First Infantry Collection is to make its debut in October in 550 Sears stores that have more trend-minded shoppers and at It’s the first apparel licensing agreement by the Army for the use of its marks and insignias.

New York-based All American Army Brand holds the license and is designing and manufacturing the apparel for Sears. The first collection will take inspiration from the First Infantry Division, the oldest division of the Army, and include vintage military details, marks and insignias. Future collections will incorporate the insignias of other Army divisions, said Robert McGuinness, a principal at All American Army Brand.

Styles include a long red cable-knit sweater with a funnel neckline, a short gray cable-knit belted sweater, navy cotton pants with front-flap pockets and a gray four-pocket padded vest and jacket. Retail prices are $11.99 for a T-shirt, hoodies from $29.99 to $44.99, denim jeans from $25.99 and outerwear at $35.99 to $119.99.

“Military-inspired clothing has played a distinct role in shaping fashion trends,” said Craig Israel, senior vice president at Sears Holdings Corp. and president of Sears Apparel. “We are now able to exclusively offer a line that is pure to the origins of that inspiration.”

The collection will be featured in Sears’ fall forward-fashion exhibit today at New York Fashion Week and in marketing campaigns for the holiday season, he said.

Sears executives said the brand should help reach younger and more fashion-minded shoppers, especially women age 25 to 35.

The license fees will support programs for the well-being of troops and their families.

Les Townsend, vice president and general merchandise manager at Sears, said the collection complements Sears’ military programs, including “Heroes at Home,” which provides home renovations to military families.

There are about 2,400 Sears-branded and affiliated stores in the U.S. and Canada.

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