PRIMEDIA & Del Rio to bring new Lowrider juniors apparel line

30 Aug '05

3 min read

PRIMEDIA Enterprises, the worldwide brand licensing division for PRIMEDIA Inc announced it will produce a Lowrider apparel line for young women with Del Rio Marketing Inc. The company expanded the Lowrider brand into the urban apparel market in 2004, which includes a line for young men and is now making its foray into the young women's marketplace.

"This collaboration brings the venerable Lowrider brand into a market where there is significant demand," said Brian Acquafresca, President, Del Rio Marketing Inc "The new Lowrider-branded line will give young girls stylish options while creating a strong association between them and a brand their boyfriends and fathers have come to know and love over the years."

The new Lowrider juniors apparel line was designed to reflect the highly individualized style and culture associated with the Lowrider brand. It will include junior misses woven and knit tops to coordinate with jackets and woven/knit bottoms, as well as a wide variety of tanks, camisoles, halter tops, and bottom pieces including pants, skirts and shorts. The line will debut on store shelves in time for the 2005 holiday season and will be sold at leading specialty and independent retailers and department stores across the U.S.

"What they saw in the market was a building interest among teens for the Lowrider brand and the sort of lifestyle it projects. Company already have apparel and merchandise aimed at young men, and now girls will have a clothing line they can get excited about," said Jacqueline Blum, President of PRIMEDIA Enterprises. "With such a strong demographic demanding the Lowrider brand and with a concerted push into this market they are opening the doors to make a powerful connection between the brand and a new customer base."

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