Rusty Announces Exclusive Apparel Line For JCPenney

josh hunter

• April 08 2009
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The La Jolla Group announced this evening that it is launching “a new collection of Rusty surf apparel for JCPenney, consisting of an exclusive line of graphic tees, shorts, boardshorts and hoodies for young men and boys to drop in stores this July.”

Here’s the press release.

Customized Apparel Collection Launches Nationwide This Summer and Further Supports Brand’s Commitment to Core Retailers with Exclusive Styles

Irvine, CA (April 9, 2009) – La Jolla Group (www.lajollagroup.com), the premiere multi-brand
company in action sports with a prominent portfolio that includes O’Neill Clothing USA, Lost Clothing, Metal Mulisha Clothing, and Rusty North America, today announced a new collection of Rusty surf apparel for JCPenney, consisting of an exclusive line of graphic tees, shorts, boardshorts and hoodies for young men and boys to drop in stores this July. Featuring a customized “crown” logo, the Rusty collection for JCPenney will offer a fresh assortment of styles ranging from $26 for tees to $55 for shorts and hoodies.  Rusty will also continue to design and distribute a specialty line for core retailers, reinforcing the brand’s high-quality, performance-driven products bearing the signature R-dot logo.

“We’re excited to bring Rusty’s rich surf heritage to one of the nation’s leading department stores,”
said Toby Bost, chief executive officer, La Jolla Group.  “Rusty has been a core surf brand for 25 years,
and has one of the most recognizable logos in the industry.  The Rusty collection for JCPenney will offer authentic, beach-inspired products that appeal to a diverse, aspirational and highly impressionable young audience. We’re stoked to add JCPenney to our growing list of premiere retail partners, while enhancing our growth at the core level.”

“With the growing interest in action sports everywhere, we have an exciting opportunity to further segment our distribution channels with product differentiation and distinct branding, while maintaining Rusty’s
core authenticity, quality, and innovation,” added Charlie Setzler, president of Rusty North America.
“We are now able to make the entire core line available exclusively to specialty stores and more actively explore trends, fabrications and ideas; and at the same time, drive demand at core stores, thanks to the increased exposure in a national retailer like JCPenney.”

The Rusty Collection for JCPenney joins the retailer’s growing list of national, exclusive and private brands for teens such as Vans, Arizona, American Living, RS By Sheckler, Southpole, Third Rail a Zoo York Production, and the extension of Decree into young men’s.  Rusty’s specialty retailers will continue selling an exclusive collection of sportswear, printables and boardshorts bearing the iconic R-dot logo.  Rusty’s premium boardshorts category, including its unique Global Cooling Boardshort series featuring the brand’s trademarked Ecostretch fabric, will maintain distribution at specialty stores as well.

For more information, visit www.rusty.com