NEW YORK — Marc Ecko Enterprises entered an exclusive U.S. and Canadian licensing agreement with Avirex Ltd., best known for its aviation-inspired leather outerwear, for the launch of an Avirex-branded junior sportswear line.

Under the agreement, a line of Avirex junior and young men’s sportswear will be distributed in spring to national department stores and specialty stores. The line will feature a full sportswear collection including fashion denim, Ts, knits, and outerwear.

“We’re going after the mainstream demographic,” said James Ling, vice president of marketing and brand development for the Avirex license. “It’ll reach more of the MTV generation than the BET generation.”

The juniors line will address a suburban customer who is seeking a more urban flavor. “It’ll be safe enough for most girls to digest,” said Ling. The line will be aggressively priced with denim wholesaling between $15 and $20, and knits in the $10 to $15 range. “We’ll appeal to the girls who don’t want to spend the money on styles from JLo and Baby Phat,” said Ling.

Marc Ecko Enterprises’ divisions include Ecko Unlimited, Ecko Red, Fetish, Zoo York and G-Unit. Last year, Marc Ecko Enterprises brought in more than $1 billion in retail sales.

— L.D.

This story first appeared in the September 16, 2004 issue of WWD. Subscribe Today.