Izod is looking to a new partnership to grow its swimwear category.
The Phillips-Van Heusen Corp.-owned label has signed Studio Ray to produce Izod swimwear for the men’s, women’s and children’s wear markets. The Izod swimwear collection will begin retailing in department and specialty stores for spring, featuring surf-inspired boardshorts and tops for men and boys and a range of styles for its women’s and girls offerings.
Kenneth Wyse, president of licensing at PVH, said Izod has long had a small swimwear offering. However, management felt swimwear wasn’t one of its core competencies and, as a result, had a greater potential for growth. Wyse described the licensing agreement with Studio Ray as “the absolute correct marriage and match” for Izod.
“They understand what the DNA of the brand is because they are a youth-inspired, action-oriented sportswear house,” he said.
Wyse acknowledged that swimwear presents specific challenges.
“It’s always small and your window is not big, so you have to maximize with the right product, the right fashion and the right price,” he said.
New York-based licensee Studio Ray was founded in 1998 by Ray Haber and specializes in performance apparel, activewear, swimwear, outerwear and accessories. It also produces its own brand, ZeroXposure.
Izod has 29 product categories under license with 24 companies in the U.S. and abroad.
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