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Everlast Worldwide to roll out new men's underwear

09 Jan '06

2 min read

Sports good group Everlast Worldwide has signed an agreement with H Best Ltd for the licensee's 2(x)ist division to develop and introduce Everlast men's / boy's underwear and men's loungewear and sleepwear.

The new Everlast products, which will be launched this year, will be sold through US sporting goods retailers and department stores.

Mike Tawil, President of H Best Ltd and its 2(x)ist division, stated, "Everlast is the ideal brand name to help 2(x)ist further penetrate the market for men's underwear and related items.”

“Everlast is a true American icon with connotations of youthfulness, strength, toughness, fitness and durability. In addition, it is a timeless brand and one that has become a staple in men's wardrobes," he added.

Joey Harary, President of Jacques Moret Inc, a partner group of H Best Ltd, stated, "In the time that we have been working with Everlast, we have enjoyed considerable success with the brand, starting with the women's line that we have been marketing over the past year and a half.”

“We believe we will duplicate the success with the men's line, as well as with the new underwear, lounge and sleepwear that will be marketed by our 2(x)ist division. The Everlast brand continues to gain favor with the retail community due to its strong heritage and tremendous level of consumer awareness," Joey said.

Seth Horowitz, Chairman, CEO and President of Everlast, said, "2(x)ist is a brilliant marketer of well-designed, fashionable and high quality men's underwear. As such, they are perfectly qualified to serve as Everlast's licensee for this product category. With their focus on quality and marketing, we have every confidence that the new Everlast underwear program will be a great success.”

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