One year after an aborted attempt to relaunch men’s and women’s apparel, B.U.M. Equipment, the casual sportswear brand that had a profitable run in the Eighties and Nineties, is returning to market as a young men’s and juniors brand.

This story first appeared in the November 5, 2009 issue of WWD. Subscribe Today.

Stephen Wayne, chairman of B.U.M. Equipment who has owned the trademark since 1997, has inked a license with Sierra Fashions to make young men’s, juniors and boys’ apparel under the B.U.M. Equipment nameplate.

“B.U.M. has delivered over $2 billion worth of product in the U.S. since we bought it,” said Wayne. “Now we are poised to strike again with great fashion, quality and terrific marketing aimed at a whole new generation.”

Geared to department stores, the collections will highlight the brand’s heritage jersey knits, but will also showcase trend-oriented apparel. The juniors line boasts chambray dresses, maxis, rompers and novelty denim. Young men’s key items include embellished T-shirts, rugby polos, slim-fit denim and frayed wovens. Retail prices for young men’s range from $24.50 to $74.50. Juniors’ price points range between $22 and $58.

“The brand is best known for basics,” said Wayne. “But we want to reintroduce it as a full collection.”

While B.U.M. Equipment has never completely left the U.S. market — it has continued to distribute watches, opthalmic eyewear, hosiery, cold weather accessories and handbags without interruption — the brand hasn’t distributed apparel in the U.S. since 2005.

Last year, Wayne inked a deal with Culture Apparel to relaunch men’s and women’s sportswear under license, but the aftermath of the economic meltdown prompted the licensee to abandon the relaunch, and the product never made it to stores.

In addition to the Sierra license, B.U.M. signed licenses for men’s and boys’ underwear with Gelati International that will launch in the spring. The brand will also enter Mexico next fall thanks to a master license with Stylos Y Show SA International.

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