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Shipley & Halmos Goes Retro With Active Label

The brand has a new label on deck for spring, a vintage activewear-inspired line called S&H Athletics.

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Special Issue
Men'sWeek issue 06/06/2013

NEW YORK — Shipley & Halmos has a new label on deck for spring, a vintage activewear-inspired line called S&H Athletics. Comprising casual pieces that reference classic sport styles of the Fifties and Sixties, the line includes softball T-shirts, striped tank tops, rugby shirts, garment-dyed piqué polos, satin varsity jackets, hoodies, sweatpants and gym shorts.

This story first appeared in the June 6, 2013 issue of WWD.  Subscribe Today.

The line is priced 30 to 40 percent lower than the core Shipley & Halmos label, making the basics-driven range accessible to a broader audience.

“We want to celebrate all sorts of sports, not just the mainstream ones,” said Jeff Halmos, who cofounded the New York-based company with Sam Shipley five years ago. The designers are avid sports fans and play in a weekly pickup basketball game in Brooklyn Heights.

The bulk of S&H Athletics is comprised of cut-and-sew knits made in Peru, with the remainder of the collection made in the U.S. Prices are still being finalized, with polos expected to retail for about $75, sweatshirts for $95, jeans for $150 and jackets for less than $300.

The launch marks the latest designer take on vintage-inspired activewear, with Todd Snyder debuting a co-branded line with Champion earlier this year that will be in stores this fall.

An interlocked “S&H” intarsia logo adorns the fronts of S&H Athletics’ varsity jackets, while a signature pennant logo decorates the chest of polo shirts and singlets. To highlight the wide-ranging sporting interests of the designers, interior labels bear retro drawings of activities from baseball, basketball and hockey to judo, fishing and track and field.

The look books for S&H Athletics are designed as a pack of sports trading cards, replete with a stick of chewing gum.

The brand will live online at sh-athletics.com, separate from the main site at shipley-halmos.com. “We’re not going to link the sites at all. We want them to be separate brands,” said Halmos. “We didn’t set out to do just a diffusion brand. We are thinking of this as its own concept with its own Web site and social media and logos.”

To that end, the line is being sold out of the independent Timothy Heenan showrooms in New York and Los Angeles, while the main line will continue to be sold out of the Shipley & Halmos showroom in the company’s duplex headquarters in SoHo here. The original Shipley & Halmos label is in about 100 doors globally, including Barneys New York, Nordstrom, Bloomingdale’s, Ron Herman, Odin, Confederacy, Isetan and South Korea’s Beaker.

Retailers will get their first look at S&H Athletics at the Capsule trade shows in Paris, Berlin, New York and Las Vegas this summer.