Kodak and Forever 21 take historical snapshot with new apparel collection - Licensing.biz

Kodak and Forever 21 take historical snapshot with new apparel collection

The new range uses many of the original colours from Kodak branding and packaging from the 90s and draws inspiration from Kodak’s days as a standout NASCAR team sponsor.
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Kodak has teamed with the fashion retailer Forever 21 for a new apparel collection featuring some of iconic camera brand’s many logos and designs for its storied history.

The new range uses many of the original colours from Kodak branding and packaging from the 90s and draws inspiration from Kodak’s days as a standout NASCAR team sponsor.

The new collection offers women’s t-shirts, crop tops, jackets and lounge wear, while the men’s line includes tees, polos, pullovers and jerseys. Altogether, 26 different items will be available in more than 600 stores across the globe.

“Rather than be a fad or a trend, we want to retain an aspirational product aimed at our core audience and those that they influence,” said Dany Atkins, chief brand officer, Kodak.

“What could be better for a brand transformation than everyone wearing your logo on a t-shirt?”

The collection has been produced with Hybrid Apparel, a Kodak licensees who works closely with the firm on brand licensing efforts in the apparel space.

“Kodak has always been synonymous with our life’s best memories, including past, present and even future aspirations,” said bonnie Segall, EVP of new business development, Hybrid.

“We were able to capture thi by leveraging the current streetwear trend and crating a new Kodak moment for a new generation of enthusiasts.”

The team hopes that by lining up with Forever 21, it is aligning with the possibility of further partnerships to come.

Joel Satin, vice president of global brand licensing at Kodak, commented: “We are excited to further increase our brand visibility with industry leading partners like Forever 21 that will uniquely leverage our imaging history to further build opportunities and growth into the future with the Kodak brand.”

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