by Stephen Garner

hi-tecTharanco Group, an innovator in technical active apparel, has inked a new deal with Cherokee Global Brands to become the official North American apparel licensee for Cherokee’s Hi-Tec and 50 Peaks by Hi-Tec brands. This deal marks Tharanco’s move into the outdoor and outdoor crossover lifestyle categories.

Beginning in fall 2018, the collections will be available at select department stores, specialty retailers and e-commerce partners throughout the United States and Canada. The agreement broadens Hi-Tec and 50 Peaks by Hi-Tec brand reach and position within the growing outdoor, outdoor crossover and active markets. Focusing on Hi-Tec’s signature premium functionality, the collections will address the needs of the casual adventurer to the modern and advanced outdoorsman.

The men’s and women’s performance apparel collections – including layering tops, shorts and pants, fleece and outerwear including moisture wicking, sun protection, heat retention and water-resistant/waterproof technologies – launches this week at the Outdoor Retailer show in Salt Lake City, Utah.

New York City-based Tharanco Group specializes in trend-right apparel featuring the latest in fabric technologies. In its 25-year history, Tharanco has become a force in the apparel and retail industry through its broad distribution of men’s and women’s national and private brands at all retail tiers. With the addition of Hi-Tec and 50 Peaks by Hi-Tec, Tharanco Group has created a new operating division, Tharanco Outdoors, and appointed Bill Hackett as president.

“The outdoor recreation industry is booming and we are well positioned to fully participate in the opportunity through our partnership with Cherokee Global Brands,” said Hackett, formerly SVP of Sports Brands at Iconix Brand Group. “We look forward to delivering great functional apparel at a compelling value.”

Tharanco Lifestyle’s CEO, Michael J. Setola, added, “We are proud to announce the launch of our outdoor division in partnership with Cherokee Global Brands. Hi-Tec is a powerful outdoor lifestyle brand and the partnership couldn’t be better timed.”