New York—Sequential Brands Group is stepping up its accessories offerings. In a deal announced Monday Sequential along with DVS Footwear International plan a new partnership with accessories giant Aquarius, Ltd.
DVS bags, backpacks, and accessories will launch in Fall 2014 through a new license signed with Aquarius. The product launch will target retailers in the skate specialty arena, parallel with footwear distribution.
Developing Lifestyle Brand
“Our team is very excited to create this category in partnership with DVS,” said Bobby Fields, vice president at Aquarius. “We believe that the brand’s authenticity in the action sports arena is a perfect fit for what we do.”
According to Rick Platt, group president at Sequential, the DVS strategy this year is to expand globally and expand product range in order to make DVS an “authentic lifestyle brand rooted in action sports.”
As part of the launch, a new DVS campaign will feature new messaging in print, digital and video, new branding on product, including a revamped website and updated POP.
The DVS athlete roster boasts some highly talented and well regarded skate, snow and motocross teams. Top performers include Torey Pudwill and Daewon Song from skate and snowboarding Olympics qualifier Mark McMorris. Additionally, DVS kicks off the year with multiple sport category events including the 2014 AMA Supercross Series, Winter X Games, 2014 Winter Olympics and the Street League Series.