Rare bird to hatch in Australia
According to Original Penguin Australasia marketing manager David Kahanoff, the company has owned the Australasian rights to the brand for a number of years.
"Pacific Brands decided to launch it in Australia and New Zealand following the [original US] brand's huge success overseas," he claimed.
The original US brand - launched in 1955 and worn by show business legends including Bob Hope, Bing Crosby and Brad Pitt -- had recently been featured in top overseas magazines, including [UK men's lifestyle title] GQ and worn by characters on hit US TV series the OC, he added.
Original Penguin Australasia's inaugural summer range - dubbed "1950s streetwear" will comprise 15 menswear styles, including shorts, short-sleeved shirts and polo shirts, to be followed for second summer release in October/November, by 21 further menswear pieces and a 17-piece womenswear collection.
"The womenswear line will comprise tops, shorts, skirts and dresses including a vintage-inspired polo dress that will undoubtedly prove a leader in the womenswear category," claimed Kahanoff.
He described the brand as "comparable to iconic labels such as Fred Perry or Ben Sherman, but with a very affordable price tag," adding that Penguin Original men's polo shirts would retail for $59.95 to $79.95, while women's polo dresses would retail for $89.95.
The label will be available from September through David Jones department stores and more than 50 independent boutiques across Australia and New Zealand.
"It's the sort of label you would find on [fashion-forward Sydney and Melbourne retail strips] Oxford Street or Chapel Street," Kahanoff explained, adding that Pacific Brands was also in negotiations with leading streetwear chain General Pants Co.
Over the long term the company would expand the brand into other product areas including swimwear, shoes and accessories, he claimed.
"There's a strong heritage with plenty of mileage to this brand," he added.
Original Penguin has been worn by characters in the US TV series the OC