Agreement Combines Top Brands In Men’s and Outdoor Apparel
DALLAS, Texas (Dec. 15th, 2009) Haggar Clothing Co., makers of Haggar branded casual and dress apparel for men, today announced a new Master License agreement with Gramicci, originator of authentic climbing and outdoor lifestyle apparel. The agreement combines two brands well known for product leadership and innovation, expanding the offerings to men’s and women’s outdoor sportswear.
“Gramicci represents authentic and true product which resonates more energetically than ever with the consumer,” said Jon Ragsdale, SVP of Marketing and Merchandising for Haggar. “The success Haggar has experienced provided an opportunity to extend to new opportunities for growth. The addition of Gramicci further leverages the strength of the Haggar platform with this extension into outdoor apparel.”
Like Haggar, Gramicci represents rich history and heritage. “Freedom of Movement” comfort and function combined with artisan fabrics and worn and weathered finishes are the trademarks of Gramicci clothing. The brand captured a loyal cult following of rock climbers and outdoor enthusiasts during the 1980s and 1990s. The famous G-Climbing Pant and Short put Gramicci on the map and became the archetype of climbing clothes. Made of durable “Stout Weave” cotton twill, both styles are Bastianä garment dyed and have the Gramicci engineered gusset crotch, “Easy Cinch and Release” belt and “Flex Fit” waistband. This signature pant and short continue to be iconic climbing and bouldering favorites, while expanding their reach to hiking, biking and many other outdoor activities, as well as for casual wear. The company remains true to its bohemian origins in its Greenicci line of all-organic and blended recycled clothing that now represents over 60% of the Gramicci offering. As a socially conscious company, a section of the Gramicci website called “Start Somewhere” introduces people to change-making charitable organizations.
"The partnership between Haggar and Gramicci is an ideal match. Haggar, with its rich heritage, is a proven force in retail and Gramicci is a trusted 27-year-old brand with a devoted consumer following,” said Paul Buxbaum, CEO of Haggar Clothing Co. “Haggar offers Gramicci more robust service capabilities to their existing customer base while connecting them with a new shopping community.”
“This new association with Haggar brings together two very successful and innovative brands representing a major milestone and opportunity for Gramicci,” added Marty Weening, President of Gramicci. “This partnership will strengthen Gramicci in areas of finance, production and marketing. It will provide timely support to our dealers and greater value to our consumers. The combined passion of these two organizations will undoubtedly bring out the best in both.”
About Haggar Since its beginnings in Dallas, Texas in 1926, the Haggar Clothing Company has grown from a simple manufacturer of men’s fine apparel into one of the most recognized brands in the market, with Haggar casual pants, dress pants and suit separates and an extensive licensing program offering head-to-toe clothing options for style-conscious men of all ages and professions. Visit www.haggar.com
About GramicciGramicci, considered the ‘soul brand’ of the outdoor industry, is first associated with the iconic climbing styles of the G-climbing pant and short over 27 years ago. In recent years, the company has evolved into a nature-inspired, sustainably produced, lifestyle apparel brand. Over 60% of the Gramicci product is made of all organic or blends of organic and recycled materials. Advanced organic natural fiber technologies have been added to Gramicci’s famous engineered “freedom of movement” comfort design, and signature “perfectly imperfect” worn and weathered fabric and garment finishes. For more information, visit: www.gramicci.com.