Primenewswire reports here, that Mack Truck Inc has granted a license for menswear:
“Mack Clothing Line to be Showcased At Project Las Vegas February 14-16, 2007”
“A company has acquired the license to manufacture a line of young men’s clothing under the venerable Mack Truck brand.The 107-year-old American iconic brand strongly reflects such compelling American attributes as authenticity, durability and functionality and all of these qualities have been incorporated into the line’s design and performance.
Mack is a full line of lifestyle clothing that links the brand authenticity with related casual fashion characteristics that today’s active men – aged 18 to 45 – demand. The line includes a full range of casual clothing items such as T-shirts, henleys, work shirts, vests, jeans, and outerwear including accessories like baseball hats, skullcaps, and belt buckles – called “Genuine Parts” bearing the Mack logo and its distinctive trademarks. In keeping with the brand’s heritage and reputation for dependability, individual items are strategically reinforced to enhance their wearability and impart a sense of refined, time-worn ruggedness and classic style.”
When looking at the “line” here, one wonders what qualifies as a “collection”. To us it looks more like a loose assembly of merchandising items.
And how will the licensee perform against licenses like John Deere and Caterpillar, both authentic brands for strength, durability and functionality?
Not to mention “authentic” workwear and menswear brands, with the same values.
We wish licensor and licensee a lot of luck!
