Breast and bum brand moves to cover up

FAIRFIELD: Hustler - the brand synonymous with the titilating visuals in its adults-only magazine - has turned its attention to apparel.
Already selling across the US, the UK, Europe, Canada and Japan, the Larry Flynt-owned brand has awarded Victorian-based company Licensing Essentials (LE) the exclusive rights to introduce its men's and womens ranges into the Australasian marketplace.
Hustler joins other brands such as Avenue LA and Ed Hardy in the LE fashion stable which also includes separate music, motor sports, beverage, sports and character divisions.
The company launched the range, which includes both slim fit and standard T-shirts, polo shirts, headwear, sleepwear, hats, sandals, boardshorts, pants, belts, beach towels, skirts, bikinis and purses, at the Fashion Exposed trade event in Sydney.*
Selling at price points of between $39.95 and $99.95, the new apparel line is available in men's sizes small to extra extra large and for women from extra small to extra large.
Licensing Essentials brand manager Darren Bingley said he was confident the collections, licensed from the US, would find a ready and willing market here.
Bingley said he was sure Australasian retailers have been "confused" with the identity and direction of international and local brands what what integrity they stood for.
"Retailers and the consumer may have divided opinions by its interpretation however [Hustler] is not here to appease the commercial mass as it offers opportunity in the freedom of choice.
"The success of this or future ranges won't be judges so much about the range itself, but the message Hustler stands for as a brand."
Bingley said the apprel range, manufactured mostly in China, would be stocked in line with its US specialty accounts including Zumiez, Urban Outfitters and No Fear.
A "strategic retail direction" is currently underway with a select number of category specialists that will be targeted to grow with the program.
LE had also been appointed as the new Australian and New Zealand distributor for the Hustler jewellery program and was awaiting news out of New York about Hustler's international lingerie program, Bingley said.
*For a complete wrap-up on Fashion Exposed see Ragtrader April 7 edition.