Iconix Europe is bringing U.S. streetwear brand Mossimo to Europe through a new direct-to-retail deal with Blue Inc.
The brand debuted its European menswear collection Monday in all 200 Blues Inc U.K. stores, with subsequent expansion into other territories of Europe planned for a later date.
“Mossimo has great energy and attitude, and whilst it is a newcomer in the U.K. market, its significant global following creates high expectations here,” says Angela Farrugia, group managing director, Iconix Europe/The Licensing Company.
Iconix has activated a marketing campaign to support the launch that features MTV presenter and singer/songwriter Bluey Robinson as the face of the brand.
“Mossimo adds a new dimension to the Blue Inc brand, helping us to appeal to a new target customer whilst cementing our already strong youth streetwear credentials. This also offers potential for future growth for both retail and wholesale across new and existing markets,” says Steven Cohen, chief executive officer, Blue Inc.