NEW YORK -- Scotchmaid Inc. has been licensed by Sara Lee Corp. to produce and market a line of bodywear under the Hanes Her Way label. Terms of the deal were not disclosed.
Hanes Her Way products are part of Sara Lee's Personal Knits operation.
Bob Silverman, president of Scotchmaid, projects a first-year wholesale volume of $10 million. Distribution to mass merchandisers is scheduled to begin in late March.
Bodywear styles in fashion colors and floral and abstract prints will include leotards, bike shorts, biketards, leggings and sports bras. Fabrics will include blends of cotton and Lycra spandex and nylon and Lycra.
There also will be activewear looks such as T-shirts of cotton jersey and coverups of trilobal nylon.
Wholesale prices will start at $5 for bike shorts and go to $12 for unitards.
Peter Kim's Los Angeles-based premium denim line has always had its finger on the pulse of youth. This season, novelty is back in a way reminiscent of early Aughts, with studs, lace-ups, racing waxed denim and more. For more highlights if some of the key brands at the Vegas trade shows, go to WWD.com. #wwdfashion (📷: Patrick Gray; Styled by @thealexbadia; Story by @karihamanaka and @marcy_wwd)
"I was driving back on Saturday afternoon from the beach, and I just saw this sign saying 'Skydiving for $95.' And I was like, I can't not sky dive for $95," says Tom Bateman about a moment in Hawaii while shooting "Snatched." #wwdeye (📷: @vsteves; Interview by @ktauer; Styled by @thealexbadia)