WWD.com/fashion-news/fashion-features/swankt-8217-s-sending-a-message-755650/
government-trade
government-trade

SwankT’s: Sending a Message

NEW YORK — Scott Woodward is putting his marketing muscle behind his own line for the first time, launching a company called SwankT’s that naturally includes a few muscle-T styles.<br><br>Woodward, who left Movado Group as chief marketing...

NEW YORK — Scott Woodward is putting his marketing muscle behind his own line for the first time, launching a company called SwankT’s that naturally includes a few muscle-T styles.

Woodward, who left Movado Group as chief marketing officer two years ago, is returning to the fashion fray with the new company that will officially launch at the Super Saturday benefit in the Hamptons on Saturday.

As designer and chief creative officer of SwankT’s, he has teamed up with Troy Taylor, a product-placement specialist who will focus on the business end. The duo are concentrating their first efforts on T-shirts emblazoned with sometimes clever and frequently naughty motifs, such as a “pool boy” muscle shirt or a “w4swank” tank that plays on a personal ad. Less subtle is a “stats” baseball T, with measurements down the sleeve: “Blonde, blue, 6’2″, 170, 32W, 10 D, 16 1/2.”

“All of my friends know I’m a T-shirt fanatic,” Woodward said. “I have 300 vintage T-shirts, and that’s all I wear.”

Men’s and women’s styles are priced to retail from about $25 to $65, with sleeveless Ts at $35 and long-sleeve models for $60. Woodward and Taylor have projected they will sell $3 million worth of goods in the first 24 months.

SwankT’s hopes celebrities will buy into the trend, as well, having already shipped some styles to Hilary Swank (who else?) and Chad Lowe. Woodward created other styles with Jennifer Aniston and Brad Pitt in mind, like one that says “Gfriend” and another that says “Pitttttstop.”

Woodward had joined Movado in 1998 after working as vice president of corporate marketing at Calvin Klein and, prior to that, marketing Ray-Ban sunglasses for Bausch & Lomb. Since leaving Movado, he’s consulted for several companies, including Bausch & Lomb, and also experimented with a career in acting. He can be seen in an upcoming episode of “Sex and the City,” in which he plays a waiter.