Savvy men - Scapegoat for prAna technical outerwear fashion

07 Aug '07

3 min read

prAna, a leading active lifestyle apparel manufacturer announced that it will expand its product offering to include a premium line of technical outerwear marketed as "Scapegoat by prAna." This acquisition also marks a strategic partnership between Scapegoat founders Jason Olden and Eric Lyon and prAna.

Scapegoat addresses the savvy male consumer who values a seamless combination of purposeful function with classic form. The collection is a modern interpretation on mountain outerwear, urban style and classic American work wear and features the highest quality technical fabrics and innovative construction techniques. The result is a premium outerwear line that is "technically correct and always appropriate."

"The first Scapegoat collection is characterized by precise tailoring and construction, technical performance and timeless style," said Beaver Theodosakis, president and founder of prAna. "We are thrilled to join forces with such a forward looking design team and to offer this premium line to our retail partners and consumers -- we expect many exciting and innovative products in the future."

prAna's decision to acquire Scapegoat was the result of the company's long-standing desire to develop and extend the brand into new categories. "We wanted to cultivate the outerwear category in our own way and after only a few meetings with the Scapegoat team we realized we had a complimentary vision for the market," Theodosakis went on to say. prAna purchased the complete assets of Scapegoat from the privately-held Goat Function, LLC for an undisclosed sum.

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