By Allison Watkinson
TLL Reporter
Authentic Brands Group has signed a licensing partnership with Velocity Global Brands to produce work-wear for Authentic’s Lucky Brand label.
Per the terms of the licensing agreement with Authentic, Velocity will be responsible for the design, manufacturing and distribution of Lucky Brand’s new premium work-wear line throughout the US and Canada.
“We are thrilled to expand our partnership with Authentic for Lucky Brand to bring their workwear clothing category to life,” said Velocity co-CEO, Chris Laurita. “We look forward to offering the Lucky Brand consumer the opportunity to wear their favorite brand at work.”
Designed for durability and comfort, the Lucky Brand workwear collection will feature a wide range of protective apparel including coveralls, outerwear, overalls, bibs and scrubs.
Each piece in the licensed collection will have functional workwear features such as triple needle stitching, water resistance, quick dry capabilities, odor resistance and more.
“The partnership with Velocity comes at a very exciting time for Lucky Brand,” said Authentic VP, Alexandra Rodriguez. “Growing the brand’s range to include workwear creates another way for consumers to integrate Lucky Brand’s signature style into all aspects of their lives.”
Lucky Brand is a US-based lifestyle brand that focuses on providing consumers with Americana-inspired denim and apparel products.
The Lucky Brand property has been part of Authentic’s IP portfolio since the closing of an official acquisition agreement in 2020.
The new Lucky Brand workwear collection will be available for purchase through select department stores and specialty retailers beginning in Fall 2024.
Authentic Brands Group is a global company that specializes in brand development, marketing and entertainment.
Authentic provides its extensive portfolio of sports, lifestyle, entertainment and media brands with a unified platform and global licensing network that integrates marketing, advertising, brand strategy, creative development, digital services and retail distribution.
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