Newspaper article THE JOURNAL RECORD

Sweat Shirt Messages Prove a Profitable Phenomenon

Newspaper article THE JOURNAL RECORD

Sweat Shirt Messages Prove a Profitable Phenomenon

Article excerpt

The name's the thing.

Mama may wear a silk scarf emblazoned with the name of her favorite designer. Dad may wear a cashmere sweater with the emblem and name of his favorite golf club.

Not so their offspring.

Young adults are more apt to be wearing sweat shirts, and the lettering on the fronts is more apt to spell out a food or beverage item. Children, of course, are into sweats that enshrine Mickey Mouse or Snoopy or some such animal.

The sweat shirt message is a phenomenon - and a profitable one, obviously. Latest to join the club of businesses promoting themselves are a magazine and a beer. The magazine is, of course, Sports Illustrated, and the beer is Coors Light, the Silver Bullet.

Coors Light has signed a licensing agreement with Lord Jeff Inc. to produce contemporary adult sportswear under the brand's label. The long-term agreement begins with the 1988 season and will be previewed this month at the Los Angeles trade shows.

Barbara Taylor, project coordinator and a principal at Lord Jeff, explained that the line will be geared to the male and female age 21 and over.

She said the collection, to sport the Silver Bullet label, will include contemporary tops, bottoms and sweaters appropriate for active lifestyles and the items will retail for $20 and up. The clothing will be sold in major department stores nationwide early this fall.

M. June Smith, Coors Light brand director, said major soft drink brands have enjoyed great success with active wear in recent years and success with the Coors Light active wear is anticipated.

The new Sports Illustrated collection, available exclusively at Foley's, marks the first time the magazine has ever placed its name on a clothing line. The collection for men features clothing such as running shorts and tank tops, swim shorts, bikini trunks and swim tops, tennis shirts and shorts, shimmels (cropped workout tops), cottonycra workout shorts and tops, plus cotton T-shirts. …

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