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Evy of California to create fashion collection for Target

20
Sep '12
memBrain Licensing, a Beverly Hills based licensing and brand marketing firm, announced that Evy of California, a premier manufacturer of apparel for Girls and Juniors, has been appointed to develop and manufacture an "Emily the Strange" fashion collection with a special line of Girls apparel ages 4-16 created exclusively for sale at Target stores. memBrain secured the license with Evy of California and, together with Evy, sold the program in to Target.

The debut Emily the Strange Girls for Target collection will include a collection of graphic tees available in-store and on-line beginning on September 23, 2012.  The t-shirts will feature a special gift-with-purchase Emily the Strange pin that will coordinate with the shirts and a hangtag that reads "Be Yourself."  The pins will be affixed to the hangtags. This is also a landmark date for Emily the Strange as it marks the 20th birthday of the creation of this edgy icon of individualism.

For nearly 20 years, Emily the Strange has evolved from a niche brand with fringe appeal into a multimedia franchise with global mass appeal.  Already the star of a Nintendo DS videogame, iPhone app and a series of tween novels with HarperCollins Publishers, this new apparel collection will appeal to Emily's growing legions of kid and tween fans.

"We are proud to add Evy of California to our growing list of high quality licensees for the Emily the Strange franchise," said Jennifer Sullivan, president of memBrain Licensing.  "Evy of California designs apparel for kids and tweens that is on-trend and fashion-forward and we can't wait to debut the Emily the Strange for Girls collection at Target next week."

"Today's youth understands the difference between authentically cool brands and brands that try to be cool," said Kevin Krieser, president and COO, Evy of California.  "Emily the Strange is an iconic brand that brings street credibility to girls fashion with a sassy heroine, cute cats and attitude for girls seeking alternatives to the traditional pink palette."

The entire collection will be sized to fit the littlest strangers in Emily's entourage –from children through tweens.  The Evy of California collection marks the brand's evolution into a premier brand for today's independent kids and tween girls. 

Created by fine artist Rob Reger and his Berkeley-based design studio Cosmic Debris in 1993, Emily the Strange has become an internationally renowned icon for individualism, empowerment and do-it-yourself style.  Emily the Strange products are sold in over 50 countries worldwide, gracing a broad range of merchandise including a rock and skate-influenced fashion and accessory line as well as innovative electronics, toys, stationery, collectibles and more.  The brand also boasts 200,000+ fans on Facebook.


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