US-based fast-fashion retailer Forever 21 has partnered with Kodak for its latest Fall 2018 line which is inspired by the 90s Kodak colours and packaging from the imaging company’s time as a NASCAR team.
The latest 26-piece collection will include T-shirts, loungewear, polos, crop tops, jackets, and sweatshirts, with each product having the Kodak logo and the brand’s iconic colours. The joint-venture between the two brands is Kodak’s business expansion strategy to tap new audience, targeting younger generation by spreading awareness about the brand among them.
In a press release issued, Dany Atkins, Chief Brand Officer, Kodak cited, “Rather than be a fashion or a trend, we want to retain an aspirational product, targeted at our core audience and those that they influence. What could be better for a brand transformation than everyone wearing its logo on a t-shirt?”
Furthermore, Joel Satin, VP, Global Brand Licensing, Kodak elaborated that the brand is thrilled to be partnering with one of the leaders in fashion industry, Forever 21, to enhance the brand’s popularity and visibility.
Markedly, the collection was manufactured with Hybrid Apparel, a Kodak retailer which works with the photo brand on brand licensing initiatives in the garment industry.
Additionally, the Forever 21 and Kodak’s joint collection is available at present in over 600 outlets all around the world along with its online marketplace; forever21.com.
