Friday 2 December 2011

Keds Kicks Off Apparel at Opening Ceremony


For the first time in its 95-year history, Keds is introducing sportswear, which will make its debut on Black Friday exclusively at Opening Ceremony.

The men’s and women’s clothes are pretty much what one would expect from a nearly century-old American brand that specializes in canvas sneakers — basic, understated and faintly preppy. The collection, which consists of about 85 styles, came together through a licensing deal with LF USA, a subsidiary of the Hong Kong-based Li & Fung Ltd. Keds is a division of Collective Brands Performance + Lifestyle Group.

Rick Darling, president of LF USA said, “Keds is a great addition to our portfolio of fashion brands. We look forward to continuing our long relationship with Collective Brands, as we extend this iconic American brand into the apparel category.”

The limited edition Keds resort collection will be sold at Opening Ceremony’s stores in New York and Los Angeles, as well as through its Web site. The plan is to roll out Keds apparel to specialty stores and high-end department stores for spring. T-shirts, sweaters, pants, skirts, dresses and jackets are among the offerings, with retail prices for the inaugural looks retailing from $48 to $400.

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