Lifestyle Brand Ramps Up Licensing Push

Skatelab, a brand aimed at boys 6 to 15 who spend their weekends and afternoons at the skate parks, has begun wheeling and dealing in the licensing business. New deals were signed with Jem Sportswear as its lead apparel player; products launched at Macy’s for back-to-school with others heading to shelves this holiday season. Other partners include Elan-Polo, Inc. for footwear and August Accessories for headwear, backpacks, sunglasses, and other accessories, which will hit the marketplace next fall. Also on board is Rand International for skateboards and safety gear and Skateboard Furnishings for room accessories and furniture made out of skateboards. Skatelab, based in Simi Valley, Calif. and Atlantic Beach, Fla., is heralded as one of the top skate parks in the U.S.