Authentic Brands Group (ABG), owner of a global portfolio of iconic and world-renowned brands has announced that its leading American-born tennis brand Prince will launch its first foray into lifestyle apparel with tennis inspired designs, which will be introduced worldwide via two strategic collaborations.
The brand’s first lifestyle collaboration will debut with DYNE, a minimal menswear brand inspired by active, tennis, and urban lifestyle. The strategic partnership with Chris Bevans, creative director and founder of DYNE, came to life as a result of his organic connection to the brand and his tennis inspired design aesthetic. Bevans has earned a reputation as an expert craftsman and tailor during his 20-year career spent working with top brands such as Nike, Adidas, and Sean John.
“We’re thrilled to partner with Prince; as a life-long fan, I grew up seeing legends like Michael Chang and Andre Agassi using Prince and remembering how iconic their looks were at that moment,” said Bevans. “Having this opportunity to bring our DYNE vision together with Prince is a life-long dream and we’re excited to combine our shared visions.”
DYNE x Prince features a 7-piece, tennis-inspired apparel capsule with cross functional fabrics and on-trend details including sensitive eco-stretch jersey, laser perforation for ventilation, taped seam construction, waterproof zip hand pockets, and reflective logos. Each style in the assortment is manufactured with a unique NFC chip, which allows consumers to interact with the product. Using an Android, the code activates once scanned providing details on the garment as well as the background of the collaboration, brand imagery, a care label, and the DYNE SoundCloud page.
The Prince lifestyle strategy will roll out in key global markets with a tiered approach that integrates collaborations with core product offerings. DYNE x Prince is launching exclusively at Lane Crawford, followed by Prince’s second collaboration with Publish, the high-end street wear brand, which will be sold at select retailers in the U.S. later this season. A full line is set to launch in spring of 2018 at specialty and department stores, being driven by leading partners including Brands Unlimited, Itochu, and Fleece Factory in the U.S., Japan, and Canada, respectively.
“For decades, Prince has provided top quality performance gear to tennis pros and enthusiasts around the world,” said Nick Woodhouse, president and CMO of ABG. “Tennis is infiltrating pop culture; we are seeing its influence in movies, on the runway, and in street wear. Our strategy to launch Prince lifestyle apparel is perfectly timed to this confluence of trends.”