200-YEAR-OLD HERITAGE SOCCER BRAND MITRE ENTERS U.S. MARKET THROUGH NEW LICENSING DEAL
Capitalizing on the fast-growing popularity of soccer in the U.S., New York-based Fashion Options has licensed Mitre, the 200-year-old British heritage soccer brand, and introduced a fashion collection of active and lifestyle apparel, featuring a combination of retro-inspired looks from the brand’s archives, and team-inspired pieces.
The company is planning on explosive growth. Soccer is the number one participation sport in the U.S., and the audience for soccer matches in the States are growing rapidly. Fashion Options hopes to become the brand of choice for the growing number of soccer fans both on and off the pitch, ages 18-34.
Distribution will be via specialty stores and sporting goods stores, like Modell’s. After a strong start, the brand will add excitement to its offerings, lining up some cool collaborations with celebrities, athletes and designers. These will be announced in the next few months.
The company is reinvigorating its approach to its stable of brands, and recently added a VP of brand direction – Hector Estrada – an industry veteran with over 2 decades of experience in creative direction for groundbreaking brands like Ecko Unlimited and Starter.
Estrada plans to increase creative and brand management efforts at the company, drawing on Fashion Options’ sourcing and sales capabilities, and allowing added brand value and market opportunities. “Our enriched creative and branding team can now react to trends quickly and deliver relevant products faster than ever,” said Estrada.
Fashion Options, the family owned company that’s been licensing and manufacturing apparel for over three generations, is known for its stable of established heritage brands like Nat Nast, Beverly Hills Polo Club, and the recently-acquired surf label Monument.
