Bum Equipment's new ad campaign will focus on loungewear.

Bum Equipment is taking its message to the web.

On Friday, the young men’s and juniors brand will launch an e-commerce site and introduce it with a limited-edition unisex loungewear collection.

According to Stephen Wayne, chairman of Bum Equipment LLC, the parent company of Bum Equipment, “We are so excited to finally offer our products online through this new platform. The challenge we have had over the years was to set up an e-commerce business under our licensing business model. So we have granted a license to sell on our Bum Equipment web site to GNO Marketing LLC.”

GNO is a marketing and e-commerce firm that will sell all of Bum’s licensed products while overseeing the brand’s social media and marketing efforts, including bringing in influencers and celebrities. Bum offers junior apparel, hosiery, infants and toddlers, underwear and fragrance. Wayne said he is actively seeking a young men’s activewear licensee and would eventually like to get into jeans and wovens as well.

Its most recent licensing deal is with Vandale Industries for the loungewear. The collection will consist of T-shirts, sweatshirts, light and heavyweight hoodies, sweatpants and shorts in washed cottons, french terry and brushed jersey fabrics. It will retail for $26 to $40. The infants and toddlers casualwear will also be available on the site at the launch.

The debut of the e-commerce site and loungewear collection will be backed by an ad campaign shot last week in New York that will be marketed with print advertising in programs during the Major League Baseball Championship Playoffs and World Series this month, as well as online.

Bum Equipment was created in 1997 and was most popular in the Eighties and Nineties. Wayne has a long history in the licensing business and has also served as president of Yves Saint Laurent sportswear and jeans and Calvin Klein men’s clothing.

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