NEW YORK, Feb. 7, 2007 (PRIME NEWSWIRE) -- Brand Marketing Strategies, Inc. (BMS, Inc.) with offices in the Flatiron district of New York City, has acquired the license to manufacture a line of young men's clothing under the venerable Mack Truck brand name, called Mack(tm). The clothing line will be showcased at Project Las Vegas, booth 1913, from February 14 through February 16 at The Sands EXPO and Convention Center.
"BMS, Inc. was specifically established to develop strategically targeted, innovative, branded clothing opportunities that leverage our extensive sourcing and manufacturing capabilities," said Paul Cassilo, president and founder of BMS, Inc. and principal of CFL, a 29-year-old Hong Kong-based supply chain management company.
"The Mack license is BMS, Inc.'s venture into licensing which reflects our passion for identifying and developing what we believe are unique brand extension opportunities that will resonate strongly with consumers," he said. "Mack in particular is an iconic brand that strongly reflects such classic American attributes as authenticity, durability and toughness -- all qualities we've incorporated into the line's design and performance."
"Mack is not just another licensed property or denim brand," emphasized Cassilo. "It is a full line of lifestyle clothing that we believe embraces the quality, comfort and related casual fashion characteristics that today's active men -- aged 18 to 45 -- demand."
The line includes a full range of casual clothing items such as T-shirts, henleys, work shirts, vests, jeans, and outerwear including accessories like baseball hats, skullcaps, and belt buckles -- called "Genuine Parts" all bearing the Mack logo and its distinctive trademarks. In keeping with the brand's heritage and reputation for dependability, individual items are strategically reinforced to enhance their wearability and impart a sense of refined, time-worn ruggedness and classic style.
Retail targets for the line are upper-tier chains and specialty stores. "We believe the brand's unique personality, together with the integrity of the line's look and feel, will be attractive to a more sophisticated, affluent consumer who appreciates the marriage of functionality and authenticity with an adventurous fashion sense," said Cassilo.
Moving forward, Cassilo said that BMS, Inc. would explore extending the brand into other demographic segments. "We see no reason why the Mack brand wouldn't resonate with boys and even with young women," he said. "Judging from initial reactions to the line we'd be surprised if young women didn't feel inspired to borrow Mack items from their boyfriends or husbands on a regular basis."
The Mack clothing line debuted at Project New York last month. It will also be showcased at Project Las Vegas, February 14 through 16, booth 1913, at The Sands EXPO and Convention Center.
For further information, please contact BMS, Inc. at 1.866.358.6080 or visit www.wearmack.com.
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