The Buckle and Affliction got a head start on the road toward the hotly anticipated release of the latest installment in the “Fast & Furious” franchise.
While the “The Fate of the Furious” won’t roar into theaters until April 14, the teen retailer and graphics-heavy streetwear brand have teamed in what is essentially a fashion carpool to market a clothing collection inspired by the eighth movie in the series that has mixed fast cars, a multicultural cast and a renegade spirit to gross more than $3.9 billion at the global box office over the past 15 years.
The most recent action flick, “Furious 7,” sold more than $1.5 billion tickets worldwide to rank as the sixth-highest-grossing film ever. The movie, hashtagged simply as #F8 on social media, is driven by some new cast members, including Oscar winners Charlize Theron and Helen Mirren and beefcake Scott Eastwood, who step into scenes spanning from the beaches of Cuba to the streets of New York to the Arctic’s icy plains.
The collaboration gives Southern California-based Affliction another chance to stay relevant in pop culture. Along with brands such as Ed Hardy, it benefited from the popularity of pricy tattoo-inspired T-shirts in the mid-Aughts. It then capitalized on the pounding momentum of mixed martial arts before tapping out of the market of promoting the sport.
As the sole retailer offering the clothes printed with the logo of the garage run by Diesel’s character and other items, Kearney, Neb.-based The Buckle has an opportunity to rev up sales that have been slumping from the previous year in a challenging retail market. Now available in The Buckle’s stores and on its web site, the collection is getting tune-ups seasonally with new items. Retail prices run from $38 to $148.
The Buckle and Affliction are the latest players steering the movie franchise into the fashion world. G by Guess created a capsule collection inspired by “Fast & Furious 6” in 2013.