First up is a men’s line that became available for fall at select outdoor retailers, e-commerce sites in the U.S. and Canada, department stores and specialty doors. The Hi-Tec women’s apparel line will become available in spring 2019.
Hi-Tec’s parent is Cherokee Global Brands. Mark Conway, Cherokee’s chief brand and revenue officer, said, “As a pioneer in the outdoor crossover market, Hi-Tec’s expansion into apparel and accessories marks a natural progression for the brand. The expansion addresses a growing consumer lifestyle segment seeking products that are versatile and can be worn anywhere.” Conway added that the new apparel and accessories collections will join the brand’s footwear business as a response to the “growing consumer demand for crossover apparel, accessory and footwear products.”
Tharanco Group, based in Manhattan, has the license for both apparel lines. The men’s apparel collection includes thermal shirts, henleys, button-down tops, hooded jackets and vests, among other offerings. Accessories include beanies, hats and socks, under license through Interbrand.
Proprietary technologies integrated with the fabrications include Dri-Tec for waterproof protection, Hi-Tec Wind for wind resistance and Hi-Tec Shade for sun protection. Other patented technologies include Hi-Tec Cool to keep fabrics cool to the touch, Hi-Tec Thermal for heat retention and Hi-Tec Flex for stretch.
According to Bill Hackett, president of Tharanco’s outdoor division, there are 28 SKUs in the men’s line, with a similar number planned for the women’s line. He said every item has performance and technical characteristics and there are also some hidden functional features, such as an eyeglass cleaner tucked within the inside tails of the woven shirts.
The spring 2019 women’s line “will also feature a wide range of seasonal styles and colors for everyday city-to-trail occasions,” Hackett said. The line will also feature the same proprietary technologies such as water repellency, wind and sun protection and temperature control currently in the men’s line.
The men’s line averages in price at under $100, with the same price points expected for the upcoming women’s line.