Innovative range of performance apparel, where fashion meets function, to be launched this fall in collaboration with Tharanco Lifestyles
Apex Global Brands, a global brand management and licensing organization that markets a portfolio of high-equity lifestyle brands it owns, creates and elevates, announced that its subsidiary Hi-Tec Sports International Holdings, in collaboration with Tharanco Lifestyles, will be launching a new patent pending Venture Series of performance apparel. The initial range of thoughtfully designed, high-quality offerings featuring built-in face masks will soon be available for purchase on hi-tec.com and will roll out nationally this fall.
Combining nearly a half-century of experience introducing innovative apparel to the retail market, the design team behind Hi-Tec’s new Venture Series has crafted this unique line with today’s changing consumer and environment in mind. As people navigate through the new-normal and ultimately return to work, school and social activities, Hi-Tec’s Venture Series will provide a stylish, but functional alternative to individual face masks. Incorporating protection into fashionable clothing, the Venture Series will offer wearers the ability to seamlessly adapt their shirts, sweatshirt or jackets via a built-in face mask whenever needed.
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Tharanco Lifestyles, an operating division of Tharanco Group, was founded in 2017 following an agreement with Apex Global Brands, formerly the Cherokee Group, to be the official North American apparel licensee for the HI-TEC® and 50 Peaks by HI-TEC brands.
Bill Hackett, President of Tharanco Lifestyles commented, “We have addressed the next step of what our customers have been asking for by developing quality, comfortable clothing with a deployable mask option when necessary or desired. Our goal with the Venture Series was to cross-pollenate fashion and function. When the mask option is activated, consumers have the option to insert a filter screen into the mask itself for personalized levels of protection. Our Venture Series range of products are comfortable, convenient, and always stylish.”
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Henry Stupp, chief executive officer of Apex Global Brands, added, “Through the launch of Hi-Tec’s Venture Series, we will expand and strengthen our licensee partnership with Tharanco, while also bringing consumers the best in fashion through the further development of the Hi-Tec brand. We look forward to seeing this exceptional line of apparel hit stores this fall.”
The HI-TEC® Venture Series will be carried at leading outdoor and performance clothing retailers throughout North America. Shoppers can expect a full range of Hi-Tec men’s and women’s products.
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