Bum Equipment is getting back into the juniors business.
The company will introduce a collection of juniors sportswear at Forever 21 for the spring season that will be available in all of its U.S. stores as well as a select number of units overseas.
The collection is being produced under license by Freeze, which had licensed the brand’s men’s wear last year and launched the collection at Urban Outfitters for back-to-school.
Stephen Wayne, chairman of the board of Bum Equipment LLC, said this marks the brand’s first juniors product since 2010. “At its peak in 2003, Bum women’s represented 50 percent of the volume,” he said, adding that the brand is seeking other licensees to expand the women’s end of the business into intimate apparel, sleepwear, loungewear, denim, swimwear and footwear.
The juniors license brings the number of categories offered by Bum to 13 in the U.S., including men’s activewear, shoes, underwear, loungewear and sleepwear and several categories of children’s wear and accessories.
Lou Shalam, president of Freeze women’s, added, “The Bum brand has great history and heritage. Taking nostalgic athletic brands and modernizing their styling, silhouettes and color palette has been on trend for us. Bum fit the criteria.”