GIRLS ROCK! INTRODUCING NEW EMILY THE STRANGE SLEEPWEAR COLLECTION FROM SARAMAX
New Range of Girls’ Sleepwear and Underwear to Feature Popular Punk-Pop Icon
NEW YORK, NY February 3, 2010 —Bedtime has never been this Strange. Global licensing agent, Gator Group announced today a strategic partnership between Cosmic Debris, creators of fashion and publishing phenomenon, Emily the Strange, and foremost children’s sleepwear manufacturer, SaraMax, for a range of branded sleepwear and underwear for girls, sizes 4-14. The new collection from SaraMax will feature a balance of “EverStrange” classic imagery as well as a full range of fresh, new graphics from the brand’s new styleguide.
The original teen brand with attitude, Emily the Strange has a 15 year heritage of uniting fans by promoting individuality and empowerment. The iconic art of Emily the Strange - her black hair, black dress, black tights and white Mary Jane shoes, not to mention her omnipresent four black kitties - has evolved from an underground phenomenon into a globally beloved lifestyle brand. Boasting an incredible publishing history with world-class publishers Chronicle Books, Dark Horse Comics and most recently, HarperTeen, an imprint of HarperCollins, with a series of teen novels, Emily the Strange continues her dark reign in 2010 with a full range of best-in-class licensees in a broad variety of product categories.
“Emily is a character that resonates with girls who are on the path of self discovery and expression,” said Rob Reger, Founder and Creative Director of Cosmic Debris. “In our 15 years, we have provided millions of girls with the message of “Be Yourself” in our uniquely strange products. Our partnerships with highly regarded and respected companies like SaraMax are part of the next evolution in our growth, bringing great quality products – and more of them – to our fans nationwide.”
Cosmic Debris’ agreement with SaraMax Apparel Group, a supplier of merchandise to major retailers throughout the United States, will bring Emily the Strange sleepwear and underwear for girls to major retail outlets throughout the United States. SaraMax is one of the largest privately held branded and private label undergarment manufacturers in the United States.
Michael Saloman , Vice President of SaraMax Apparel Group, said,="Emily is an evergreen brand with a rich publishing and media heritage that has the unique ability to simultaneously tap into key trends in fashion while offering a character that offers strong graphic appeal for girls today. We are very proud to bring Emily the Strange to major retailers nationwide this Fall.”
"Emily’s persona is something that everyone can relate to," said Reger.="We are thrilled to partner with a prestigious apparel manufacturer like SaraMax to ensure that our designs have appeal to a wide variety of consumers - the stranger in all of us!"
Gator Group has announced that it is pursuing an aggressive, multi-year global licensing strategy for Emily the Strange to span across multiple product categories and distribution channels. New licensing deals from Gator Group include apparel, accessories, room décor, electronics, and stationery partners as well as a few top secret projects to be announced in early 2010. Products will be carried in boutiques, department stores, specialty shops and flagship Emily the Strange retail stores worldwide.
“We love the idea of creating a sleepwear line that exudes individuality and eccentricity,” said Salomon. “We’re proud to partner with Cosmic Debris to present this fashion-forward range of sleepwear and underwear for core Emily the Strange fans and newcomers alike.”
Considered the quintessential “anti-cool lifestyle brand,” Emily the Strange has inspired high fashion designers including Marc Jacobs and Helmut Lang, guitar makers like Epiphone for Gibson and even popular beverage bottler Jones Soda for a recent limited edition label collaboration.. Representing more than a character, but a counter-culture movement, Emily boasts a host of superstar celebrity and rock star fans and thousands of Strange friends on all social media platforms including MySpace, YouTube, Facebook and Twitter.
Reger remains the creative force behind the brand.
About Gator Group
Launched in 2009 by Australian entrepreneur Geoff Rosenhain, Gator Group is a full-service licensing agency offering the unique combination of seasoned licensing executives coupled with expertise in product design and manufacturing. Gator Group provides a wide range of services for a focused group of strategic corporate partners as well as wholly owned brands. The company is the worldwide licensing agent for renowned fashion brand Paul Frank Industries manufactures a range of electronics accessories for Apple iPods, iPhones and laptops and recently launched a new socially responsible soft toy line, Tales 4 Tomorrow, created in partnership with Conservation International. Gator Group is headquartered in Dana Point, California with offices in Los Angeles, Hong Kong, and Paris. For additional information please visit www.gatorgroup.com.
About Emily the Strange
Created by Reger and his company Cosmic Debris in 1993, Emily the Strange has become an internationally known icon for individualism, female empowerment, and do-it-yourself style. Born from the San Francisco graphic arts community, Emily graces a full, rock-influenced fashion clothing and accessory line, including everything from T-shirts, dresses, and underwear to toys, guitars, and school supplies. She is the featured character in a series of comic books from Dark Horse Comics, four hardbound Chronicle Books, and an upcoming series of young adult novels from HarperCollins Publishing. For additional information, please visit www.emilystrange.com
About SaraMax
SaraMax designs, merchandises and produces a broad array of women’s, men’s and children’s underwear, intimate apparel, loungewear and sleepwear and is one of the largest companies in the industry of which the Wormser division is the top-ranked industry leader in the licensed children’s sleepwear. Saramax’s sales and merchandising division continuously meets the needs of each retailer in our product classifications. SaraMax offers retail distribution for mass market, mid-tier, specialty retailers, department stores and others.
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Marissa Florindi
Dan Klores Communications
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