Apex Global Brands’ subsidiary Hi-Tec Sports will be launching a new patent pending ‘Venture Series’ of performance apparel in collaboration with Tharanco Lifestyles.
The initial range, which will include built-in face masks, will launch nationally this fall and be available to purchase on Hi-Tec’s website, as well as at retailers throughout North America.
Designed in line with today’s changing consumer and environment, the Venture Series will “provide a stylish, but functional alternative to individual face masks,” said the company. Customers will be able to adapt their shirts, sweatshirts or jackets via a built-in face mask whenever necessary.
“We have addressed the next step of what our customers have been asking for by developing quality, comfortable clothing with a deployable mask option when necessary or desired,” said Bill Hackett, president of Tharanco Lifestyles, in a statement. “Our goal with Venture Series was to cross-pollinate fashion and function. When the mask option is activated, consumers have the option to insert a filter screen into the mask itself for personalized levels of protection.”
Henry Stupp, chief executive officer of Apex Global Brands, added: “Through the launch of Hi-Tec’s Venture Series, we will expand and strengthen our licensee partnership with Tharanco, while also bringing consumers the best in fashion through the further development of the Hi-Tec brand.”
According to the brand, the Hi-Tec Venture Series will include a range of men’s and women’s pieces featuring built-in face masks, providing consumers with a “stylish but functional alternative to individual face masks” and a way “to seamlessly adapt their shirts, sweatshirt or jackets” to current safety needs.
Made in collaboration with Tharanco Lifestyles, the initial range will launch nationally this fall, and will be available on Hi-tec.com and at outdoor and performance clothing retailers throughout North America.
“Our goal with the Venture Series was to cross-pollenate fashion and function. When the mask option is activated, consumers have the option to insert a filter screen into the mask itself for personalized levels of protection. Our Venture Series range of products is comfortable, convenient, and always stylish.”
“Through the launch of Hi-Tec’s Venture Series, we will expand and strengthen our licensee partnership with Tharanco, while also bringing consumers the best in fashion through the further development of the Hi-Tec brand,” added Henry Stupp, chief executive officer of Apex Global Brands.
A division of Tharanco Group, Tharanco Lifestyles was founded in 2017 in an agreement with Apex Global Brands to be the official North American apparel licensee for the Hi-Tec and 50 Peaks by Hi-Tec brands.
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