(Filed Under wholesale Lingerie News). Calvin Klein Inc. is taking us back to the ’90’s, when its unisex CK One fragrance created quite the stir with its racy advertising campaign. The company has announced that Warnaco, the owner of Calvin Klein Underwear and global licensee of the brand’s jeans and swimwear, will launch a lifestyle brand of men’s and women’s underwear, swimwear and jeans under the CK One name, marking the first time the fragrance has branched into apparel.
The line will hit retail, including Calvin Klein, Calvin Klein Underwear and Calvin Klein Jeans stores, next January for the spring 2011 season. The introductory collection will be accompanied by a global advertising campaign.
Calvin Klein said that by launching CK One apparel the company is targeting the younger, fashion-conscious men and women that the fragrance has targeted since its launch in 1994, particularly through its emotionally-charged advertising campaigns. “We feel strongly that adding a compelling lifestyle apparel offering to the iconic CK One brand franchise will extend the platform of the brand and take the CK One brand to the next level,” Tom Murray, president and C.E.O of Calvin Klein, said.
With this spirit in mind, the company described the introductory offerings as energetic and fashion-forward. CK One underwear will include cotton stretch and microfiber fabrications in a mix of basics and prints.
According to Calvin Klein, CK One was the first unisex fragrance and has been recognized as the highest-selling fragrance launch ever.
“CK One has been a beloved brand globally for well over a decade. Our consumers have always responded strongly to innovation on the brand, from new advertising campaigns to limited editions, and we anticipate that offering them a new line of apparel in the spirit of CK One will be met with enthusiastic response,” Catherine Walsh, senior vice president of American fragrances for Coty Prestige, which operates Calvin Klein fragrances, said.
Disclaimer: The views expressed in comments published on bodymagazine.us are those of the comment writers alone. They do not represent the views or opinions of Bodymagazine or its staff.
NOTE: Your Email will not be displayed.