Bcbg*

[Lena]

I dont mind BCBG it's actually quite 'strong' where i live, so news on their menswear line is quite welcome
here from FWD

BCBG for Boys

By Jenny Bailly
October 23, 2003 - New York

BCBG Max Azria is getting back into the men's market. The company announced Thursday that it has entered into a licensing agreement with Phillips-Van Heusen to manufacture and distribute dress shirts and neckwear under the BCBG Max Azria brand.

BCBG, which launched its debut collection in 1989, first rolled out men's wear in 1997, but pulled out after a few seasons to focus on its women's wear business. The BCBG empire currently includes women's ready-to-wear, denim, eyewear, swimwear, footwear, handbags, and fragrance. There are more than 150 freestanding boutiques worldwide.

"We have perfected our core women's wear business and felt ready to bring our fashion philosophy and expertise to the men's wear market by offering the contemporary male innovative designer clothing at affordable price points," explained Max Azria, chairman and CEO of the BCBG Max Azria Group in a statement Thursday.

"Our relationship is a perfect blending of core competencies and resources, which will bring their macro-vision for the BCBG Max Azria brand to this viable consumer market," said Allen Sirkin, vice chairman, dress shirts at PVH.

For New York-based PVH, the deal is the latest in a series of moves into higher-end designer territory, namely the recent purchase of Calvin Klein. The PVH stable also includes the Van Heusen dress shirt brand, Geoffrey Beene shirts and sportswear, and Izod sportswear, with licenses for DKNY and Kenneth Cole.

The new BCBG men's collections will launch in 2004, in time for Father's Day. PVH will ultimately market four BCBG collections a year: spring, Father's Day, fall and holiday. Price points for the dress shirts and neckwear, which will retail in prestige department and specialty stores and within BCBG Max Azria boutiques, are expected to range from $40 to $80.

[Astrid21]

BCBG is a lower brow line here, imo. But since it's the same company behind Calvin Klein now, maybe they will bring an air of quality to their menswear that their womenswear is seriously lacking.

Thanks for the article, Lena.