New York City-based licensing and branding agency The Wildflower Group has signed a new partner for fishing brand Rapala.
Workwear manufacturer Old Toledo Brands has signed on to produce a wide range of technical, casual and lifestyle fashions for the Rapala brand.
Designed for "outdoor types who are looking for fashionable and functional clothing and accessories," the line will be distributed throughout the U.S. to mass market, specialty, fleet and farm stores as well as current Rapala retailers, beginning in fall 2015.
Entrepreneur Daymond John, founder of apparel label FuBu and star of the ABC reality series “Shark Tank,” will supervise the design of the new collection.
“Most people don't know it, but I'm an avid fisherman and huge fan of the Rapala brand,” says John. “I couldn't be more excited to work with a company that I'm very familiar with and assist in growing Rapala into a full lifestyle brand with these great partners."