FEATURE: Alyssa Milano's Touch Brand

How super fan Alyssa Milano has turned a practical idea into a trendy women’s sportswear brand for enthusiasts from the diamond to the raceway.

April 6, 2018

FEATURE: Alyssa Milano's Touch Brand
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How super fan Alyssa Milano has turned a practical idea into a trendy women’s sportswear brand for enthusiasts from the diamond to the raceway.

Since her role as a tween tomboy on the popular 1980s sitcom "Who's the Boss" that characterized her passion for baseball, Alyssa Milano has continued her love for the game, going on as an adult to create a fashion collection for female fans.

Launched in 2007 with a partnership with Major League Baseball, Touch by Alyssa Milano has become a home run brand that is one of the biggest and most influential sports lines for female fans. It has grown from its limited contemporary line with MLB to encompass licensing deals with all the major sports leagues, more than 100 major universities and NASCAR.

Milano's brand has had a major impact on women's sports apparel and it has truly changed the dynamics of the business, creating a benchmark

for the sector with a trend-driven range that has expanded far beyond basic tees and hoodies.

While several competitors have entered the women’s sports arena and challenged the brand’s position in the marketplace, Touch continues to grow across all sports. As the hands-on creative designer, spokesperson and fan extraordinaire, Milano, along with partner G-III Apparel Group, is focused on new opportunities that encompass more product categories, retail stores and international expansion.

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