Cherokee Unveils New Brand

Cherokee has teamed up with Victoria’s Secret model Alessandra Ambrosio and her company Silver Sunrise for the new lifestyle brand ále by Alessandra.

The brand will debut in 2014 with a women’s apparel collection that will be designed and curated by Ambrosio. The initial collection will include jackets, dresses, blouses, leggings and denim.

“The Cherokee Group has had a tremendous year, both domestically and abroad, including growth of the namesake Cherokee-brand, the acquisition of Liz Lange and now an exclusive partnership with Alessandra Ambrosio,” says Henry Stupp, chief executive officer, Cherokee. “Alessandra is an international icon, a confident, active professional and is known around the world for her amazing fashion sense. Our global sales team and professional brand managers are thrilled to be working with Alessandra and Silver Sunrise to build a successful fashion lifestyle brand.”

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