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Buffalo David Bitton Goes Under Cover

The brand has entered into an underwear, loungewear and sleepwear partnership with Z Partners Licensing for the U.S., Mexico and Canada.

Buffalo David Bitton has entered into an underwear, loungewear and sleepwear partnership with Z Partners Licensing for the U.S., Mexico and Canada.

This will mark the first men’s underwear license for Z Partners, the parent company of Felina USA, which manufactures, markets and distributes intimate apparel brands bearing the Felina, Jezebel, Black Bow and Paramour labels.

Kicking off for fall, the collection will include T-shirts, briefs, boxer briefs and trunks. Spring 2015 will feature expanded assortments of men’s basics in additional fabrications as well as the introduction of loungewear items. Suggested retail will be $22 to $42.50.

Todd Howard, president of Buffalo David Bitton, a men’s lifestyle brand, described Z Partners and its Felina operation as having “great expertise as well as a proven track record of success.”

“We look forward to growing Buffalo even further as a powerful lifestyle brand,” stated Howard.

Robert Zarabi, president and chief executive officer of Z Partners, said the partnership will bring trendy new product for a “younger, fashion-minded guy who wants styling, innovation and is unwilling to compromise fashion or quality.

“The [Buffalo David Bitton] customer is a young, body-conscious, fashion-forward man who is 18 to 35 years old, socially connected and on-trend with relevant fashion choices,” noted Zarabi.

The first-year wholesale sales projection for the combined underwear and loungewear lines is between $4 million and $5 million, said Zarabi.

Distribution will be aimed at department stores and men’s specialty stores as well as e-commerce sites and buffalojeans.com.

The collection will consist of core basics, cotton stretch and modern microfiber blends in updated styles, colors and fabrications, including cotton stretch blends of 95 percent cotton and 5 percent elastane, and 95 percent microfiber nylon and 8 percent elastane. Colors will include black, gray, white and a palette of seasonal hues. Sizes will be S to XL.