Lyric on song for 2008

Jeans brand continues to develop in lifestyle sector, buoyed by American Idol deal.
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Lyric Jeans is looking forward to a good 2008, continuing to focus on its Lyric Culture lifestyle brand and building on its presence in the licensing market.

The firm enjoyed a solid performance in 2007. It sold the Lyric Culture line to more than 200 speciality boutiques in over 125 US cities and forged marketing associations with Warner Bros for films such as Music & Lyrics and August Rush, plus Sony Pictures for Across the Universe.

It also secured a licensing deal with American Idol for a diffusion brand targeted at the tween demographic, which will launch this year, as well as designing a collection inspired by rock band INXS.

"We are focused on establishing Lyric Culture as a valuable intellectual property that can be translated into a variety of lucrative product categories," said Hanna Rochelle Schmieder, president of Lyric Jeans. "Lyric Culture is a lifestyle based on music. We have laid the foundation and now the sky is the limit."

Ron Halpern, the firm's CEO, added: "The roll out of the Lyrix brand extension in conjunction with American Idol is just the beginning of a very exciting 2008. We have found a niche and are in a unique position to capitalise on it."

Lyric Culture uses the words of legendary artists in the design of apparel and accessories. Each item apparently reflects the personality, style and flare of the artist and song through its design.

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