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HotPix 2010
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New York, NY – Haspel Worldwide, the 100-year menswear brand known for inventing the seersucker suit, announced today that it has entered into two separate licensing agreements with Excalibur, designer and manufacturer of men’s furnishings, to extend its product offering into a line of men’s dress shirts, neckwear, and pocket squares.
The initial collection of Haspel neckwear will be available in department stores and better specialty retail stores for Fall 2009. Men’s dress shirts will follow for Spring 2010.
Haspel, known for its “Relaxed Tailored” American Style, is a partnership between the Haspel/Lipsey family who own the trademark, James Ammeen whose Neema Clothing, Ltd. holds the license for Haspel mens and boys wear and Graj + Gustavsen, an integrated branding firm known for building consumer brands. The partnership was formed in May 2008, to revitalize and develop a multiple category lifestyle brand.
“Haspel is an iconic American brand whose legacy of landmark innovation and unique brand equity easily translate to other retail categories,” said Simon Graj, Founding Partner of G+G. “We are proud to play an integral role in establishing a vision and aesthetic that builds upon Haspel’s heritage and brings the brand to life in exciting, new lifestyle categories.”
“How thrilled my grandfather would be to see us expand the Haspel brand into exciting new categories,” said Laurie Haspel Aronson, President of Haspel. “Our possibilities are endless.”
“For over 100 years, Haspel’s image of classic Prep style has resonated with consumers, an image that remains relevant today,” said James Ammeen of Neema Clothing, “For the past year, we have been working diligently to extend the brand into new product categories and seeking the right licensing partners who understand the rich heritage and sensibility of the Haspel brand. We believe we have found the right partner in Excalibur.”
“We are excited to be partnering with the team at Haspel to develop a new category of men’s dress shirts and neckwear reflecting the deep roots and tradition of the brand,” said Warren Katz, Executive Vice President of Excalibur. “We believe our design, production and marketing capabilities will be invaluable in extending and elevating the Haspel brand within the men’s furnishings industry.”
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