National Geographic has announced that its first menswear collection will launch in Europe this September.
The partnership with Hong Kong-based fashion sourcing company Omnibrand Group is the brand’s first premium range of urban fashion apparel.
Omnibrand’s apparel licensing arm, Corem Licensing, has signed a long-term strategic partnership with National Geographic to create this collection.
The range includes jackets, shirts, t-shirts, polo shirts and knitwear aimed at the urban explorer.
In line with the National Geographic commitment to sustainability and environmental awareness, the garments will be made from materials such as sustainable cotton, recycled plastic bottles and recycled down feather.
“This collection reflects two important aims of our consumer products strategy: to brand only the highest-quality product and to work with companies that promote our focus on sustainability and exploration,” says
Maria Maranesi, vice president, consumer products and publishing, Europe and Africa, National Geographic Partners. “As we continue to create unique and premium experiences for our consumers, Omnibrand has perfectly translated our National Geographic core values into a modern and unique apparel collection.”
“We analyze the DNA of a brand to create consistent and quality collections that reflect its core values and characteristics,” says Patrick Andrist, Omnibrand Group. “National Geographic is an incredible storyteller with rich and inspiring content. Our approach is to dynamically introduce the National Geographic community to the fashion market, expand the fan base and promote sales.”
All products will be available at select leading retailers across Central and Northern Europe including a dedicated “shop in shop” at a number of premium department stores in Germany.
The Omnibrand Group will be planning 360-degree campaigns for the apparel collection with customized activities across digital media, offline, in-store elements and point of sale.
“This collaboration is very exciting, and we look forward to the launch of these high-quality products that provide modern design, protection, comfort and durability,” says Natalie Horne, senior licensing director, IMG (who brokered the deal). “The range is uniquely positioned to appeal to fashion, outdoor and National Geographic fans.”