Brand Central has launched a new lifestyle brand, Geek Chic, to capture “geek culture.”
The lifestyle program will span a range of product categories.
Brand Central also owns the Geek Chic trademark.
“The Geek Chic product line will embrace the new ‘geek’ trends in fashion from apparel to eyewear to headwear and accessories,” says Ross Misher, chief executive officer, Brand Central. “The reaction to the brand and style guide from licensees and retailers has been overwhelming.”