Graj + Gustavsen (G+G, www.ggny.com),
an integrated branding firm known for building and revitalizing consumer
brands, today announced that it has entered into a partnership agreement
with Cherokee, Inc. (NASDAQ: CHKE, www.thecherokeegroup.com)
to relaunch the next generation of the legendary A. Smile apparel brand.
The new line is expected to launch in 2010.
“A. Smile’s legacy as a revolutionary apparel brand in the 1970s
resonates with the mindset of today’s consumer who is seeking an
authentic, counterculture lifestyle,” said Simon Graj, Founding Partner
of G+G. “We are thrilled to be partnering with Cherokee, one of the most
recognizable names in retail and licensing. As brand innovators, we will
work to build on A. Smile’s strong brand identity and unconventional
premise to deliver a cool and relevant concept.”
As part of the partnership, G+G will position the A. Smile brand to make
it relevant to today’s young, contemporary consumers. Cherokee, a
leading licensor and global brand management company, will work with G+G
to create a licensing business designed to maximize all assets of the A.
Smile brand.
Robert Margolis, Chairman and Chief Executive Officer of Cherokee, Inc.
said, “Built on the foundation of innovative style and superior fit, A.
Smile spoke to a generation of individuals seeking a genuine experience
and way of life – the same sentiments echoed by today’s consumers. As
one of the founding partners of the brand, it is with great pride that
we revitalize this classic, differentiated brand that defines
individuality.”
“Having been part of the brand’s original inception, I am pleased to
have the opportunity to build upon its iconic heritage and fulfill our
vision of a modern-day A. Smile brand reflecting the current consumer
attitude,” said Jay Kester, Executive Vice President, Marketing of
Cherokee, Inc. “We are excited to have a partner in G+G whose extensive
experience in developing and building brands for growth will be a
tremendous asset in relaunching the A. Smile brand.”
“We are pleased to have formed this partnership with G&G and look
forward to much success with the A. Smile brand. In addition, this may
lay the foundation to collaborate with G&G on other projects in the
future,” said Howard Siegel, President of Cherokee, Inc.
Founded in 1969 by entrepreneurs Robert Margolis, Stanley Buchthal and
Jay Kester, the A. Smile brand was known for its innovations in young
men’s and juniors’ fashions, particularly in jeanswear. The brand gained
mass appeal in the 1970s as it offered customers comfortable, functional
and moderately priced fashions that exemplified the culture and
lifestyle.
About Graj + Gustavsen
Graj + Gustavsen is a New York-based strategic and creative branding
firm. For 20 years, G+G has partnered with brand owners, investors, and
operators to successfully maximize brand value by creating, extending,
and rejuvenating businesses and Brands. For more information, please
visit www.ggny.com.
About Cherokee, Inc.
Cherokee Inc., based in Van Nuys, is a marketer, licensor and manager of
a variety of brands it owns (Cherokee, Sideout, Carole Little and
others) and represents. Currently, Cherokee has licensing agreements in
a number of categories, including family apparel, fashion accessories
and footwear, as well as home furnishings and recreational products.
Premier clients for the Cherokee brand around the world include Target
Stores (U.S.), Tesco (U.K., Ireland and certain other European and Asian
countries), Zellers (Canada), Pick ‘n Pay (South Africa), Grupo Pão de
Acucar (Brazil), S.A.C.I. Falabella (Chile and Peru), Arvind Mills
(India), Shufersal LTD. (Israel), Comercial Mexicana (Mexico) and Grupo
Eroski (Spain). Premier clients for Cherokee’s other brands include the
TJX Companies (U.S., Canada and Europe) for the Carole Little brands,
and Shanghai Bolderway (China) for the Sideout Brand. Cherokee also
placed the Norma Kamali brand with Wal-Mart.
Berns Communications Group
Jessica Liddell/Sarah Hrusovsky,
212-994-4660
jliddell@bcg-pr.com
