Trends Clothing Corporation purchased the Jimmy’Z brand in June of this year after market research indicated a lot of consumers remembered the surf clothing company and missed it. Trends is a ten-year-old licensing company and makers of Op, B.U.M. Equipment, and Ecko Unlimited.
In the late 80s Jimmy’Z was one of the most recognizable names in the surf industry before its popularity quickly faded and the company ceased operation. When Founder Jim Ganzer sold Jimmy’Z seven years ago, the brand was sold to a number of companies that essentially kept it off the market.
“A lot of good memories just went away. We’re going to capture what a lot of people remember,” says Jay Friedman, Jimmy’Z new vice president
Trends relaunched the Jimmy’Z brand at the August MAGIC show. After debuting with girls’, juniors’, children’s, boys’, and young men’s lines, the company plans to look for an outside license to handle accessories including bags, belts, and eyewear.
Friedman says they want to see the complete collection in specialty chains and department stores: “The brand is going to be visible at an array of distribution levels across the U.S.”
Trends is a “healthy” organization that’s taking baby steps for what is a very extensive expenditure in reviving the brand. “I really feel we’ll get a lot of instant activity and immediate success,” says Friedman.
He also adds the company plans to aggresively go after sponsorships in all “extreme types of activities”–the grassroots-oriented program will of course include surfing. And the old classic Woody that was the inspiration for the company logo will be at promotions from coast to coast.
Oh, and by the way, Friedman also says they’re bringing back the velcro boardshorts–only the styles will reflect current trends.