Wicked Fashions, Inc. to Launch New Apparel Brand
Source: WICKED FASHIONS, INC. Date: 2009-04-13
Leading apparel company, Wicked Fashions, Inc. is officially launching its first celebrity clothing line by partnering with professional skateboarder, philanthropist and MTV reality star, Ryan Sheckler . The new clothing brand, aptly named RS By Sheckler, will debut this year during the Back-to-School season and will hit national retailers by mid-July.
With his impressive achievements in the action sports arena, immense popularity and overall dedication to his family and fans, Ryan Sheckler was a natural choice for Wicked Fashions, Inc. when it came to developing their first celebrity lifestyle brand. More importantly, Sheckler's strong personal style reflects the tastes and needs of Wicked Fashions target demographic. "We have been extremely successful in creating quality, fashionable apparel brands at a value and we see RS By Sheckler as the most powerful addition to our brand portfolio since Southpole's launch," explains David Strumeier, senior vice president of marketing, licensing and new business development for Wicked Fashions, Inc. "In understanding that Ryan is one of the most recognized and well-respected athletes in the action sports arena and the world, we saw an incredible opportunity to develop a unique line with someone who is well-rounded, has longevity in the industry and is highly appealing to our core consumer."
The RS By Sheckler collection consists of graphic t-shirts, hoodies, thermals, woven tops and skate-fit denim for both Young Men and Boys, all of which mirror Sheckler's signature style. "Skateboarding is my life and skating in something comfortable and stylish is a must. Ultimately, my goal is to take the clothes that my friends and I enjoy wearing and make them available to a larger audience at an affordable price," says Sheckler. Retail prices for the line will range from $15 - $55 for Young Men and $12 - $48 for Boys.
Keeping both the price points and distribution in mind, RS By Sheckler will be available at major, leading retailers. "We feel that the RS By Sheckler brand will be an exciting addition to the Back-to-School offerings for our retailers. In this difficult and challenging economic time, we want to provide our consumers with in-demand styles at great prices. We firmly believe that the RS By Sheckler brand will penetrate the action sports apparel, starved mid-tier market," adds Strumeier.
Marketing initiatives that will support the launch of the RS By Sheckler brand include major launch events in Los Angeles and New York City, a larger-than-life billboard in Times Square, New York, print advertising, in-store POS and viral campaigns.
ABOUT RYAN SHECKLER
Ryan Sheckler became a professional skateboarder at the young age of 13. Since then, he has dominated the contest circuit becoming one of the most well known names in the industry. He has a hit MTV show "Life of Ryan," and along with his two brothers, started the Sheckler Foundation, which helps fund and assist those in need. Although Sheckler still endorses core companies in the skate industry like Plan B Clothing and has signature lines for shoes and apparel with Etnies, he seized the opportunity to create an affordable and accessible clothing brand that embodies his everyday style. RS By Sheckler is inspired by Sheckler's skate driven lifestyle and his broad appeal to fans and consumers, and has allowed Sheckler to design and market his style of clothing.
ABOUT WICKED FASHIONS, INC.
Founded in 1991, Wicked Fashions, Inc. was established as a wholesale company dedicated to providing fashionable and affordable apparel to the mid-tier consumer. For nearly twenty years, Wicked Fashions, Inc. has become one of the leading apparel companies in the fashion marketplace for Young Mens, Juniors, and Youth --- overseeing every aspect of their clothing brands from product design and manufacturing to distribution and promotion. After longstanding success with their flagship streetwear brand, Southpole, Wicked Fashions, Inc. also has acquired licensing for footwear, loungewear, sleepwear and accessories. In 2008, two new Young Mens brands were added under Wicked Fashions, Inc. corporate umbrella - WhiteTag and A.Prodigee.
