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G+G to update A. Smile
Jul '09
Graj + Gustavsen (G+G), an integrated branding firm known for building and revitalizing consumer brands, announced that it has entered into a partnership agreement with Cherokee Inc to relaunch the next generation of the legendary A. Smile apparel brand. The new line is expected to launch in 2010.

“A. Smile's legacy as a revolutionary apparel brand in the 1970s resonates with the mindset of today's consumer who is seeking an authentic, counterculture lifestyle,” said Simon Graj, Founding Partner of G+G. “We are thrilled to be partnering with Cherokee, one of the most recognizable names in retail and licensing. As brand innovators, we will work to build on A. Smile's strong brand identity and unconventional premise to deliver a cool and relevant concept.”

As part of the partnership, G+G will position the A. Smile brand to make it relevant to today's young, contemporary consumers. Cherokee, a leading licensor and global brand management company, will work with G+G to create a licensing business designed to maximize all assets of the A. Smile brand.

Robert Margolis, Chairman and Chief Executive Officer of Cherokee Inc. said, “Built on the foundation of innovative style and superior fit, A. Smile spoke to a generation of individuals seeking a genuine experience and way of life – the same sentiments echoed by today's consumers. As one of the founding partners of the brand, it is with great pride that we revitalize this classic, differentiated brand that defines individuality.”

“Having been part of the brand's original inception, I am pleased to have the opportunity to build upon its iconic heritage and fulfill our vision of a modern-day A. Smile brand reflecting the current consumer attitude,” said Jay Kester, Executive Vice President, Marketing of Cherokee Inc. “We are excited to have a partner in G+G whose extensive experience in developing and building brands for growth will be a tremendous asset in relaunching the A. Smile brand.”

“We are pleased to have formed this partnership with G&G and look forward to much success with the A. Smile brand. In addition, this may lay the foundation to collaborate with G&G on other projects in the future,” said Howard Siegel, President of Cherokee, Inc.

Founded in 1969 by entrepreneurs Robert Margolis, Stanley Buchthal and Jay Kester, the A. Smile brand was known for its innovations in young men's and juniors' fashions, particularly in jeanswear. The brand gained mass appeal in the 1970s as it offered customers comfortable, functional and moderately priced fashions that exemplified the culture and lifestyle.

Graj + Gustavsen is a New York-based strategic and creative branding firm. For 20 years, G+G has partnered with brand owners, investors, and operators to successfully maximize brand value by creating, extending, and rejuvenating businesses and Brands.

Graj + Gustavsen

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