Authentic Brands Group has partnered with Velocity Global Brands on a new workwear collection, the company announced Wednesday in a press release sent to Fashion Dive.
Under the agreement, Velocity will oversee the design, manufacturing and distribution of a line of men’s and women’s workwear in the U.S. and Canada under the Lucky Brand label.The collection will be available at select department and specialty stores starting in the fall. Prices have not been released.
“The partnership with Velocity comes at a very exciting time for Lucky Brand,” Alexandra Rodriguez, vice president of brand for Nautica and Lucky Brand at Authentic, said in the release. “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.”
The workwear collection will feature outerwear and protective apparel, including coveralls, overalls, bibs and scrubs. It’s “designed durability, function, quality, and comfort,” per the release, and pieces will feature triple needle stitching, water and odor resistance and quick dry capabilities.
“We are thrilled to expand our partnership with Authentic for Lucky Brand to bring their workwear clothing category to life,” Chris Laurita, co-CEO of Velocity, said in the release. “We look forward to offering the Lucky Brand consumer the opportunity to wear their favorite brand at work.”
Apparel manufacturer Velocity has licenses for other Authentic brands including Geoffrey Beene and Quiksilver, and the company operates production facilities at more than 25 factories across Egypt, Ethiopia, Kenya, Rwanda, Lesotho, China, Bangladesh, Vietnam and Burma, per its website.
Authentic and SPARC Group acquired Lucky Brand in 2020 in a $140 million deal following the denim brand’s Chapter 11 filing. Authentic, which is known for acquiring distressed companies, owns more than 60 brands including Hunter, Vince and Boardriders.
The privately-held company has a portfolio that generates “more than $29 billion in global annual retail sales,” with more than 13,000 freestanding stores and shop-in-shops, as well as approximately 400,000 points of sale in 150 countries, per the release.
Meanwhile, workwear brands such as Brunt and Carhartt have recently extended their reach.
In February, Brunt announced it would be growing its distribution channel by adding nearly two dozen retail partners, while Carhartt said it would be expanding its women’s offerings to better serve its customer base.
