PARIS — Cerruti 1881 continues to reposition itself as a lifestyle brand under chief creative officer Jason Basmajian, with the relaunch of its long-dormant underwear line and introduction of nightwear and loungewear collections slated to be introduced in Europe for fall.

The Paris-based house, which turned 50 this year and is owned by Hong Kong-based Trinity Ltd., on Tuesday revealed it has signed a five-year licensing agreement with Belgium-based apparel and textile manufacturer Malu NV for the European production and distribution of the collections. The lines will be distributed in select stores in Europe from September.

“The launch of Cerruti 1881 men’s underwear is a natural complement to our house’s existing offer which spans across men’s ready-to-wear and accessories.
 Malu NV has an incredible experience, combining superior quality of product and selective distribution, making them the perfect fit,” Laurent Grosgogeat, executive vice president of Cerruti 1881, said in a statement.

Citing Cerruti 1881’s values of contemporary design, class and high quality, Marc Seuren, chief executive officer of Malu NV, which also counts the Coca-Cola, Marvel and Disney brands in its portfolio of licenses, said: “We are more than confident in making Cerruti 1881 a leading brand in underwear, nightwear and loungewear.”

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