Jeffrey Schottenstein wants Tackma to speak to more consumers.
Schottenstein, the son of Jay L. Schottenstein, chairman of American Eagle Outfitters Inc., founded the streetwear line, which stands for “They All Can Kiss My A–,” in 2011. Now he’s hoping to broaden Tackma’s scope with Tackma Studio, an elevated, unisex collection that’s being guest-designed by Gregory Abbou, who cofounded Taverniti So Jeans in 2003 and has consulted for labels including Iro, Re/Done, Genetic Denim, Guess and L’Agence.
“I wanted to bring more awareness to our brand story and mission,” said Schottenstein. “Tackma is about challenging the status quo and embracing your individuality and I think that this unisex collection embodies that.”
The collection, which is made in Los Angeles, includes T-shirts, hoodies, outerwear and long-line shirts made from French terry, Supima jersey and modal cotton. The pieces come in a mostly neutral palette of ivory, black, gray and clay pink, with special dying techniques to create marbleized tones and hand-embroidery details such as raw edges and seams. It retails from $170 to $525 for outerwear, $75 to $225 for shirts, $168 to $195 for sweatshirts and $170 to $220 for pants. The Tackma collection retails from $25 to $68. Schottenstein said the plan is to release seasonal capsule collections and bring in guest designers. It will be sold on its e-commerce site and at Urban Necessities in Las Vegas.
“The new Tackma Studio collection is all about self-confidence,” said Abbou. “We wanted to incorporate pieces suited for all genders, something cool and different but not ostentatious. We did this through fabrics that are not only comfortable but transformative; that could be dressed up or down for almost any occasion.”
Tackma gained popularity shortly after launching when celebrities including LeBron James and Future started wearing the product. The brand relaunched earlier this year and moved its development and product from China to Los Angeles, switched to monthly drops and lowered its price points.
“We now have the agility to quickly produce collections based on trends and customer demand,” said Schottenstein. “With this infrastructure in place, we can churn out at least 12 collection drops a year direct to consumers as opposed to the traditional four seasonal collections that we were releasing.”