Hudson Jeans to Kick Off 20 Years With Tyler Herro Collaboration – WWD

Hudson Jeans celebrates its 20th anniversary this year with three collaborative collections led by Miami heat spot defender Tyler Herro.

Herro, who is the youngest player to start a game at the NBA Finals in 2020, teamed up with Hudson to design three new pairs of jeans that fit in seven washes, including a slim fit and a skinny style. stack that he considers his favorite.

“I have partnered with smaller brands and done a number of photo shoots but never had the opportunity to get permission from Hudson to create suits that fit and wash and have control,” says Herro. Creative jeans design. The collection is scheduled to launch in March on the Hudson Jeans website and at Neiman Marcus in Miami and will be supported by digital, outdoor, and social media marketing and giveaways.

Herro also has a bit of history with the brand. “My dad always wears Hudson jeans,” Herro said. “I’ve always had a taste for and a sense of fashion and that’s always made me happy to have my own wardrobe where I have creative control and Hudson Jeans is the one that makes the most sense.”

The Los Angeles-based denim brand has connected with Herro to work on a bag in 2021, and with stylists Brandon Williams and Zoe Costello for two additional collections due out in February. and this fall.

Suzy Biszantz, president of Centric Brands, mens and womens, said the partnership with Herro is a “really important moment for us” and that the partnership, as well as with Williams, strengthens our position. the brand’s position in sports, while Costello “brought us to focus on music and women,” she said.

Biszantz added: “We are strategizing about sports-oriented marketing. “We have noticed a shift in the importance of . over the past few years [tunnel] Entering is men’s style. ”

While Herro showcases his style in the tunnel and in post-match interviews, Williams showcases his work through his athlete clients, including New York Knicks star Julius Randle, NBA champion Marc Gasol and others.

“Brandon was thinking about those players when he created his style and named the style after them,” says Biszantz. “I think our brand is right for that shift and influence in menswear in the sports arena. Although we have not done an official collaboration, we have been there and athletes have worn this product. “

Hudson’s parent company, Centric Brands, filed for Chapter 11 bankruptcy in May 2020 and left the proceedings in October 2020 as a private company, effectively reducing its debt. 700 million dollars. Bizsantz said her brand focused on management and operations that year before moving into growth mode last year. In 2021, she said sales are back to 2019 levels, a number she believes could be even higher.

“We have worked with Neiman Marcus, Saks, Nordstrom and have had solid business for all of our partners,” she said. “If we can get one of these collaborations in 2021 as we want, that would be fantastic. We pushed the releases out due to a supply chain challenge but it worked well for the 20th anniversary. ” Hudson Jeans to Kick Off 20 Years With Tyler Herro Collaboration – WWD


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