Brand licensing and distribution company Foundry Brands is to work with 1980’s US street activewear brand B.U.M Equipment to develop the property in the UK and Europe.
Originating from Los Angeles, the brand was a sportswear-inspired collection of tees, sweats and tanks all featuring the brand’s distinctive logo.
In the US, it became a household name, grossing sales in excess of $2 billion. B.U.M is being relaunched in the US from spring/summer 2016.
Foundry will be targeting the brand initially at directional fast fashion retailers, where 1980’s and 1990’s fashion influences are very much on trend, along with the emergence of sports activewear as a mainstream fashion look in both men’s and womenswear.
Stephen Wayne, chairman of B.U.M Equipment, commented: "We see a real opportunity to reintroduce the brand back into the European market. With ’80s and ’90s having such an influence now, we have seen interest in the B.U.M brand grow and some influential celebrities starting to be seen in the brand."