Discovery's 'Shark Week' Dives into Fashion

The annual television event will celebrate 30 years with an apparel line designed by pop artist Philip Colbert and his fashion label The Rodnik Band.

GLOBAL–Discovery Consumer Products, the licensing arm of Discovery Communications, has tapped the London-based art fashion label The Rodnik Band for Discovery Shark, a collection of apparel based on the network’s popular “Shark Week” programming block.

The collection will include a variety of “Shark Week”-inspired apparel including bomber jackets, sweatshirts, dresses, baseball caps, bags and mobile phone cases. Philip Colbert, the designer behind The Rodnik Band, also created a unique shark head design for each piece.

The Discovery Shark collection will also celebrate the programming block’s 30th anniversary, which Discovery will kick off in 2018.

“Through our collaboration with Philip Colbert, we’re not only making an impact with this collection, but also evolving the philanthropical initiative into a major platform with multiple product lines and touchpoints working to make our oceans cleaner,” says Leigh Anne Brodsky, executive vice president, Discovery Global Enterprises, Discovery Communications. “Discovery Shark created with the incredibly talented Philip Colbert and his team, will introduce a new brand initiative around Discovery Channel’s Shark Week that will bring a smile to shark fans’ faces.”

The Discovery Shark by The Rodnik Band collection will debut at high-end retailers ahead of “Shark Week” 2018. Furthermore, a portion of the proceeds will go to organizations that work to improve the quality of the world’s oceans.