Rockport dresses head to toe

Established global shoe brand Rockport is set to foot it in an entirely new direction.
The US-based label, which arrived on Australian shores in 1990, will this month debut its inaugural men's lifestyle apparel collection in what is believed to be the first step in its attempt to reposition it as a "truly lifestyle" brand.
Rockport Apparel brand manager Mandy Bettis said the collection, aimed at professional males aged 30-plus, draws primarily on three themes: performance, work to play and utility.
Bettis said the Performance range, targeted at active men, follows a nautical theme and features shower-proof fabrics, fleece linings, reflective The last range, Utility, draws on the brand's East Coast American influence and features crew neck logo tees and chinos, she said.
The collection, manufactured overseas in places such as Morocco and Portugal, will be arranged at various price points of between $49.95 for a t-shirt and $499 for tech outerwear.
Bettis said Rockport is considering targeted above-the-line advertising to help promote the range, which will be stocked at eight David Jones locations, 20 independent retailers and three New Zealand department stores.
There are no plans to launch a female range at this point, Bettis said.