In a move to expand beyond its iconic silk bowling shirts, the men’s sportswear brand is collaborating with musician Carlos Santana to produce a collection of limited edition T-shirts inspired by his music. The collection will include men’s and women’s Ts, as well as silk button-down embroidered shirts. A portion of the proceeds will go to WhyHunger, an organization that fights hunger and poverty in the U.S. and overseas.
“This is a new area for us, that’s the reason we find it so appealing,” said Lawrence DeParis, president and chief executive officer. “Nat Nast has been known for its Charlie Sheen shirts, but we offer a full lifestyle collection.”
DeParis said Santana is “very relevant and has a cross-generational appeal. He’s constantly refreshing his music and my kids know who he is, so that speaks volumes.”
The artwork on the line, which will launch in February for a spring 2011 release, will be based on the “Santana” album released on Jan. 1, 1969, and included hits such as “Evil Ways,” “Jingo” and “Soul Sacrifice.”
The shirts will retail for $40 and will be offered to the company’s current distribution base, which centers on specialty stores, DeParis said. They will also be sold on the Internet through Nat Nast’s Web site, as well as through online retailers such as Zappos, on Santana’s Web site and at his concerts.
In addition to the Santana deal, Nat Nast has created a line for the World Series of Poker that will launch in November. The brand is also working to create shirts next year in collaboration with the Wounded Warriors Project, which assists injured servicemen and women, and the Professional Golfers Association, DeParis said.
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