Legacy clothing brands like Woolrich and Pendleton are using collaborations to entice a new generation of shoppers
ON FRIDAY, FEB. 22 in downtown Manhattan, the vintage shop Procell hosted the launch party for a collaborative clothing collection between Paul & Shark, a stalwart, 43-year-old Italian yachting brand and Lqqk Studio, a seven-year-old Brooklyn screen printer cum clothing label.
Between the racks holding the Italian-flag parkas and giant-logo rugby shirts the partnership had yielded, millennials in swooshed sneakers and slumpy hoodies sipped beers. They were a world apart from the blue-blazer set that frequents Paul & Shark’s 390 international stores. And that was exactly the point.
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