ATLANTA — Prana has acquired the Scapegoat men’s outdoors brand from privately-held Goat Function, LLC for an undisclosed amount. It allows Prana, which is still part of Liz Claiborne, to expand its product category into technical outerwear, as well as its men’s apparel business.
Prana has re-branded the line as Scapegoat by Prana, starting with the fall 2007 collection.
Prana said its decision to acquire Scapegoat resulted from the company’s long-standing desire to develop and extend the brand into new categories. “We wanted to cultivate the outerwear category in our own way and, after only a few meetings with the Scapegoat team, we realized we had a complementary vision for the market,” said Beaver Theodosakis, president and founder of Prana.
Scapegoat was launched in January 2007 with a collection of men’s outerwear jackets for the fall/winter season. This debut collection reflects Scapegoat co-founders Jason Olden and Eric Lyon’s professional experience in the outdoor and action sports markets, as well as their perspective on function and design.
Scapegoat combines elements of mountain outerwear, urban style and classic American workwear, using high-quality technical fabrics. Suggested retail prices average from $300 to $325. Under separate multi-year agreements, Olden and Lyon will work with Prana on design and development for Prana’s outerwear, sportswear and other performance categories.
Prana is one of the many brands that Liz Claiborne said last month it has under review for possible divestiture, discontinuation or licensing. Liz Claiborne acquired Prana in late 2005.
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