PORTFOLIO COMPANY NEWS
HUDSON Announces a Multitude of Fall Los Angeles Denim Brand Plans for 2017
Los Angeles, CA - August 14, 2017 - Differential Brands Group Inc. (NASDAQ:DFBG), a portfolio of global consumer brands comprised of Hudson Jeans, Robert Graham and SWIMS, through its subsidiary, Hudson Jeans, a renowned Los Angeles based denim label, announced today that the brand has launched an aggressive marketing strategy and growth plan in the U.S. that will commence with the Fall 2017 season. In 2017, Hudson appointed a new President, Matthew Fior, formerly the Chief Merchandising Officer at Lucky Brand, who previously held positions at Levi's Strauss and Gap. Building on an already robust heritage, Founder, Peter Kim, joined by newly appointed President, Matthew Fior, will lead the charge in growing the brand's business globally.
The vision for Hudson's next chapter will be focused on maintaining its effortless edge by infusing emerging designer collaborators, fresh-faced campaigns and targeted experiential platforms. This fall, the brand's marketing strategy includes a title sponsorship at FYF Festival, a new campaign shot by legendary photographer Patrick Demarchelier, featuring Kaia Gerber and Gabriel-Kane Day-Lewis, along with a capsule collection with CFDA darlings Baja East.
Hudson kicked off its aggressive marketing campaign with a title apparel sponsorship at FYF Festival in Los Angeles the weekend of July 21, 2017. FYF started as a small, one-day punk-indie concert and has become a massive, highly anticipated weekend festival that is now rivaling Coachella. This year's FYF Festival brought some of music's biggest names to Los Angeles, including legendary acts such as Missy Elliott, Bjork, Nine Inch Nails together with today's coolest acts including Frank Ocean and Solange. Festival fashion elite were seen wearing Hudson including Vanessa Hudgens, Chanel Iman, Erin Wasson and Jaime King.
In August 2017 Hudson will launch its Fall / Holiday 2017 campaign featuring Kaia Gerber (daughter of Cindy Crawford and Rande Gerber) and Gabriel-Kane Day-Lewis (son of Oscar winning actor Daniel Day-Lewis). The campaign was photographed by legendary photographer Patrick Demarchellier under the art direction of advertising guru, David Lipman and will be displayed across multiple media outlets digitally throughout the season.
Hudson X Baja East, is a collaborative capsule collection that combines Baja East's signature androgynous streetwear and tropical prints with Hudson's extensive denim range. The collaboration will debut at New York Fashion Week this September in the Baja East show. The show will take place on September 12, 2017 and will be Hudson's NYFW debut. Hudson plans to leverage the collaboration to expand trade through Baja East's high-end retailers while re-engaging key image accounts globally.
ABOUT DIFFERENTIAL BRANDS GROUP:
Differential Brands Group Inc. (NASDAQ:DFBG) is a platform that focuses on branded operating companies in the premium apparel, footwear and accessories sectors. Our focus is on organically growing our brands through a global, omni-channel distribution strategy while continuing to seek opportunities to acquire accretive, complementary, premium brands. Our current brands are Hudson®, a designer and marketer of women's and men's premium, branded denim and apparel, Robert Graham®, a sophisticated, eclectic apparel and accessories brand seeking to inspire a global movement, and SWIMS®, a Scandinavian lifestyle brand best known for its range of fashion-forward, water-resistant footwear, apparel and accessories. Additional information can be found at: www.differentialbrandsgroup.com.
ABOUT HUDSON JEANS:
Hudson Jeans designs, produces and sells fashion denim, apparel and apparel related products to the retail and premium markets under the Hudson® brand and related trademarks. An original pioneer in the premium denim category, melding the legacy of British Cool with the spirit of California casual, Hudson has expanded into a broader lifestyle brand and is currently celebrating its 15th anniversary. Originally founded by Peter Kim in 2002, Hudson has fueled the growth of the category worldwide through unyielding passion and positive energy. Hudson is worn as a badge of style and a commitment to being forever forward. In September 2015, Hudson Jeans merged with Robert Graham and Swims to become the publicly traded Differential Brands Group Inc. (NASDAQ:DFBG). Additional information can be found at: www.hudsonjeans.com.
COMPANY HISTORY:
Since 2002, Hudson has been fundamental in the transformation of the denim market. Founded by Peter Kim, Hudson has fueled the growth of the category worldwide through unyielding passion and positive energy. Rooted in the legacy of British Cool and liberated by the free spirit of LA.
MISSION STATEMENT:
HUDSON is about pushing boundaries in our field and with our craft. It is our way of living by and acting on a very simple idea: Things don't have to be the way they are. In everything we do, the goal is to inspire the power of self and empower our employees, our communities and our consumers to challenge routines and affect change.