Keds Makes Plans to Launch Apparel Line

February 24, 2011 • Fashion


We all had that special pair of Keds we loved as children, the white or patterned canvas shoe that lasted forever and went with with every outfit we owned (or so we thought). So now the question is, would we buy an outfit made by Keds as well? We're about to find out since the nearly 100-year-old footwear brand is planning to break into the apparel market for spring 2012 with its own version of classic American sportswear.

The line, which will include men’s and women’s looks, will cater mostly to the 20 something demographic, WWD reports. The line of casualwear will launch with a limited edition collection and expand into more complete offerings in 2012. Keds and the Regatta team at sourcing house Li & Fung’s LF USA division will develop the collection. Li & Fung will be responsible for marketing and sales to boutiques and better department stores across the U.S.

“The brand has always really been about accessible fashion, timeless American style,” Kristin Kohler Burrows, president of Keds said. The apparel line will cover all of sportswear, including knit and woven shirts, pants, jeans, khakis and dresses. Prices and product will vary depending on where they are distributed but it will be conducive to the budget of the average Millenial, or 20 something aged, buyer.

Rick Darling, president of LF USA, said, “We see tremendous opportunities to build on the strong heritage and spirit of the Keds brand to bring consumers a new, differentiated apparel collection.” Yes, but the question still remains: will it be cute? It seems time will only tell.

-Alia Rajput

Article Source: WWD

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