The new campaign has a “Very Perry” tie to the past. Model Matt Norklun, the legendary face of the brand in the 1970s and 1980s, will make a reprisal in the fall 2012 campaign, uniting the updated brand position to its heritage.
“Our goal was to reimagine modern American sportswear and to do so in a way that speaks to men who seek a sense of freedom, fun, independence and wit,” says Stephen Niedzwiecki, Founder and Chief Creative Officer of YARD. “We created a ‘Very Perry’ world – a world of casual inventiveness where optimism is always an option and your style is instinctively distinctive.”
The campaign will launch in-store, outdoors and within the September issues of fashion books, including GQ, Esquire, Men’s Health and OUT.
The new campaign and brand position is another major initiative of the new executive team at Perry Ellis. It follows the addition of a new design team, led by Chief Merchandising Officer Doug Jakubowski, as well as the announcement of a collaboration with menswear designer label Duckie Brown, which will make its debut during New York Fashion Week in September.“Perry Ellis elevated American sportswear and he thought casual clothes were fashion's highest expression,” said Matt Cronin, vice president of marketing at Perry Ellis. “He did this all while serving as the industry's leading wit and optimist. He asked us to not take it seriously. We like that as a philosophy, for clothes and for life too.” About Perry Ellis Perry Ellis International, Inc. is a leading designer, distributor and licensor of a broad line of high quality men's and women's apparel, accessories and fragrances, as well as select children's apparel. The Company's collection of dress and casual shirts, golf sportswear, sweaters, dress pants, casual pants and shorts, jeans wear, active wear, dresses and men's and women's swimwear is available through all major levels of retail distribution. The Company, through its wholly owned subsidiaries, owns a portfolio of nationally and internationally recognized brands, including: Perry Ellis(R), Original Penguin(R) by Munsingwear(R),Jantzen(R), Laundry by Shelli Segal(R), C&C California(R), Rafaella(R), Ben Hogan(R), Grand Slam(R), Savane(R), Axist(R), Manhattan(R), Farah(R),Cubavera(R), the Havanera Co.(R), Centro(R), Solero(R), John Henry(R), Munsingwear(R), Natural Issue(R), Pro Player(R), Axis(R), Tricots St. Raphael(R), Gotcha(R), Girl Star(R), MCD(R), Mondo di Marco(R), Redsand(R), Anchor Blue(R) and Miller's Outpost(R). The Company enhances its roster of brands by licensing trademarks from third parties, including: Nike(R) and Jag(R) for swimwear, and Callaway(R), PGA TOUR(R) and Champions Tour(R) for golf apparel. Additional information on the Company is available at http://www.pery.com. Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50340699&lang=en
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