Van Nuys, CA—Cherokee Inc. hopes to spike its Sideout Sport brand into a broader retail distribution with the announcement this week of new license agreements for sunglasses, hosiery, handbags and other accessories.
Pan Oceanic Eyewear signed on for the Sideout brand license in the United States for sunglasses and swim and snow goggles. Cherokee also recently entered into an exclusive license agreement with Wiesner Products for the men’s, women’s and children’s hosiery. In addition, Mystic Apparel, a subsidiary of Wiesner Products, has been granted the exclusive rights in the United States for juniors, young men’s and children’s loungewear, sleepwear and underwear, as well as hats, scarves, gloves, mittens, headbands, backpacks, bags, totes and messengers
Origins in the Volley Ball Scene
Charles Mizrahi, president of Wiesner Products, said, “Sideout provides us with an opportunity to dramatically expand our business in many categories. We look forward to working closely with Cherokee Inc. to maximize Sideout’s potential.”
As for the sunglass business, Elliot Mizrahi, president of Pan Oceanic Eyewear said, “Sideout will be a popular priced brand, offering as many high tech features and looks as the more upscale brands.”
Cherokee is a marketer, licensor and manager of a range of brands it owns and represents, including Cherokee, Sideout and Carole Little, etc. Sideout, which once was an exclusive brand with the now defunct Mervyn’s, has its roots in the Southern California volley ball and beach scene. The brand was originally conceived in 1983 as a volleyball sport brand by a senior varsity player from the University of California Berkley. While Sideout has been a favorite of Olympic volleyballs competitors, it has been expanded into an active lifestyle brand that reflects its Southern California origins.