The Bum Equipment brand and its updated look are back at retail, this time at Urban Outfitters through a special collaboration.
The brand had a relaunch late last year celebrating its 30th anniversary, with some of the product available on Amazon. It had been largely absent from stores, but had a resurgence of sorts after singer Rihanna was seen wearing a Bum sweatshirt about two years ago.
Since then, Bum chairman Stephen Wayne has been meeting with licensees in a move to bring back the brand. Wayne said he’s signed 10 licenses for categories including men’s and boys logo knits; women’s logo knits; boys and girls underwear, sleepwear, hosiery and footwear; eyewear; fragrances and men’s underwear.
The chairman said he’s trying to finalize a licensing deal for luggage, hats, baggage and women’s intimates. He also is planning a marketing campaign with celebrities for later this fall.
The Urban Outfitters collaboration, exclusive to the specialty chain and in men’s sportswear to start, began selling online and in stores on Tuesday. The collaboration is the first big launch for the brand in years, following which Wayne said, “we will be rolling it out slowly.”
Wayne acquired Bum out of bankruptcy court proceedings in 1997.
Founded in 1986 as a street fashion brand, its heyday was in the mid-Nineties when logo apparel was in favor. The Bum logo was seen across the front and back of T-shirts, top and sweatshirts. Then-owner Chauvin International Ltd. saw a sales decline, which contributed to financial difficulties for the brand and its bankruptcy filing in 1996.
After Wayne acquired the brand under his firm SOS Management, he managed to pay back Bum’s creditors within a five-year period. And around the late Nineties, he signed more than 35 licenses for the brand, bringing annual volume to $2 billion by 2004. At that time, the brand was mostly sold at Target Stores. Many other retailers that were top accounts for the brand — Ames, Caldor, Venture — have since become part of the retail graveyard.