Modern Amusement today announced a licensing agreement with Billabong International for the use of its crow trademark logo on an exclusive line of eyewear and watches, according to Boardsportsource.com. The three-year global licensing deal will give Modern Amusement the chance to expand its brand utilizing Billabong’s production, sales and distribution expertise.
After the brand announced it would cease operations in February 2010, Modern Amusement’s license was acquired by chain retailer Pacific Sunwear last August. The new line of eyewear and watches with Billabong will be distributed at surf boutiques internationally, PacSun, and high-end retailers Bloomingdales and Nordstrom.
The Modern Amusement eyewear styles will debut globally in the Summer 2011 season while watches premiere in time for gifting in the Holiday 2011 season.
"The collaboration with Modern Amusement partners Billabong with an iconic founder and brand," said Paul Naude, President, Billabong North America. "Together with Mossimo's iconic personality and style, we're excited about the opportunity to offer a fresh collection of eyewear and watches to the new youth market under the bold, eclectic Crow icon of the Modern Amusement brand."
"From Australia's Gold Coast to our West Coast, the unification of Billabong and Modern Amusement is a natural partnership," said Mossimo Giannulli of Modern Amusement. "Rooted in the same pursuit of lifestyle and design, and with a dual passion for the beaches and its youth lifestyle, Billabong and Modern Amusement create a new chapter in boardsports-inspired fashion history."
Key distribution outlets include Bloomingdales, Nordstrom, Pacsun and boutique surf shops lining the coasts of every continent.
By license, Billabong adds the iconic west coast Modern Amusement brand to its current stable of house brands including Billabong, Element, Von Zipper, Honolua Surf Company, Kustom, Palmers Surf, Nixon, Xcel, Tigerlily, Sector 9, DaKine and RVCA.