Hawke & Co.’s Michael Rosenberg grew up in the outerwear business, joining his dad’s company in 1988. With three factories in Brooklyn, the last of which closed in 1996 (the company began importing in the ‘80s), Rosenberg learned the nuances of the business from the ground up, growing Hawke & Co. into a backbone department store resource.
That said, the intrinsically promotional nature of the business can be frustrating so, like many companies today, Rosenberg decided that a direct-to-consumer component could prove the best way to control one’s own destiny.
His new luxury active Outdoor United collection features fashionable, sustainable jackets produced in limited editions of 500 pieces per style. These waterproof and windproof jackets are heavy on utility details (double cuffs, snaps, removable patches, two-way zippers, plush faux fur trim, and linings) and vary in weight, with the warmest fill version retailing at $595. The jackets are mostly black with red detail, also available in camo.
Marketing will start out in key urban areas (Seattle, NYC, Denver, Vermont, Boulder) and will include online display ads, social media, and billboards.