The National Geographic is launching its first sustainable menswear collection, made from materials such as recycled plastic bottles and recycled down feather. It will launch across Europe later this year and sees the brand secure a new partnership with the Hong Kong-based fashion sourcing company, Omnibrand Group.
The collection will actually be developed by Corem Licensing, the apparel licensing arm of Omnibrand, and will mark the National Geographic brand’s first premium range of urban fashion apparel.
It will consist of 67 modern designs, including jackets, shirts, t-shirts, polo shirts and knitwear aimed at the urban explorer, all of which will keep in line with the National Geographic’s commitment to sustainability through the materials used.
Maria Maranesi, vice president consumer products and publishing, Europe and Africa, National Geographic Partners, said: “This collection reflects two important aims of our consumer products strategy: to brand only the highest-quality product and to work with companies that promote our focus on sustainability and exploration.
“As we continue to create unique and premium experiences for our consumers, Omnibrand has perfectly translated our National Geographic core values into a modern and unique apparel collection.”
Patrick Andrist, Omnibrand Group, added: “We analyse the DNA of a brand to create consistent and quality collections that reflect its core values and characteristics. National Geographic is an incredible storyteller with rich and inspiring content. Our approach is to dynamically introduce the National Geographic community to the fashion market, expand the fan base and promote sales.”
Launching this September, all products will be available at selected leading retailers across Central and Northern Europe, including a dedicated ‘shop in shop’ at a number of premium department stores in Germany. The Omnibrand Group will be planning 360-degree campaigns for the apparel collection with customised activities across digital media, offline, in store elements and point of sale.
A portion of the revenue generated by the Omnibrand collection will support the National Geographic Society’s work in the areas of science, exploration, conservation, and education. Each garment will feature a message from National Geographic inside the inner lining, reading: “Your purchase has a purpose. When you shop with us, you help further the work of our scientists, explorers, and educators around the world.”
This new licensing deal forms part of the National Geographic consumer products strategy, which launched globally in 2017. National Geographic is positioned to create products and authentic experiences that engage, enlighten, and educate its global fanbase.
The licensing strategy is led by three ‘core missions’: sustainability; educating children; and the National Geographic commitment to exploration and protecting our planet. However, within these missions this approach also allows the brand and its partners to embrace many associated themes. Space, the Human Journey, our Changing Planet, and Amazing Animals are themes which the brand will expand throughout consumer products for both children and adults during 2019.
Similarly, sustainability is being strongly highlighted through Planet or Plastic? – National Geographic’s multi-year effort to raise awareness about the global single-use plastic crisis. Planet or Plastic? is attracting sustainability-focused partners in areas as diverse as water bottles, luggage, bedding and beauty products.
Natalie Horne, senior licensing director, IMG who brokered the deal, commented: “This collaboration is very exciting and we look forward to the launch of these high-quality products that provide modern design, protection, comfort and durability. The range is uniquely positioned to appeal to fashion, outdoor and National Geographic fans.”