NEW YORK — With a name like Weatherproof, it was just a matter of time before the outerwear maker got into the active market.
This story first appeared in the November 26, 2008 issue of WWD. Subscribe Today.
Weatherproof Garment Co., best known for casual microfiber jackets, is launching a line of sporty men’s coats under the label 32 Degrees by Weatherproof for delivery next fall.
“This market continues to be increasingly influenced by active apparel,” said company president Freddie Stollmack. “We want to offer a young, technical look for the moderate channel. With a brand name like Weatherproof, how could you not?”
The line of 50 styles will feature lightweight jackets with technical fabrics and sporty details such as taped zippers, skirted bottoms and slope-ready colorblocking. All models will be wind- and water-resistant; pieces will retail for $199.
Stollmack said the line, which will be sold to both midtier department stores and ski shops, might gross $3 million to $10 million wholesale in its first year.
Plans for 32 Degrees include a sportswear line and women’s line, both to launch in fall 2010, as well as a kid’s collection, hitting stores the following year. Stollmack said licenses for related products, including cold-weather accessories and gifts, are also in the offing.
In addition, the company has revived an old label for a related collection of better outerwear for the contemporary market. Impermeable by Weatherproof was the name of an outerwear line Stollmack sold to Saks Fifth Avenue and Nordstrom in the 1990s. In its new incarnation Impermeable will be a line of fashion-forward active jackets aimed at specialty stores. That collection will launch at Project New York next January.
Both 32 Degrees by Weatherproof and Impermeable by Weatherproof mark a significant departure for the company, whose niche historically has been casual jackets, and underscore shifts within the outerwear classification business.
“I’d say half of the outerwear floor is given to active-inspired looks these days,” Stollmack said. “It’s time for us to deliver this kind of product to the midtier.”