Geoffrey Beene has hired CoolGraySeven to develop advertising and product branding for the label.

G. Thompson Hutton, chief executive officer of Geoffrey Beene LLC, said the creative agency founded in 2004 by Andrew Egan “recognizes and understands not only the rich heritage of the Geoffrey Beene brand, but also its core mission — to improve people’s lives all over the world.”

Under its Geoffrey Beene Gives Back philanthropic program, 100 percent of the net profits from its collections go to fund charitable causes such as the fight against Alzheimer’s and heart disease, the protection of women and children, veteran support and animal welfare. Together with the Geoffrey Beene Foundation, the company has donated $177 million, including $138 million for the Geoffrey Beene Cancer Research Center at Memorial Sloan-Kettering.

“Geoffrey Beene’s contribution to American fashion is remarkable to say the least,” Egan said. “We’re excited to leverage the brand’s unique equities to continue to build its products’ business, both here in the U.S. and globally.”

CoolGraySeven will be responsible for developing a marketing communications plan and a new advertising campaign for fall.

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