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Mack Trucks cashes in on trucker chic

LEHIGH VALLEY, Pa. Mack Trucks has announced it has entered into a licensing agreement with a newly created firm...


LEHIGH VALLEY, Pa. Mack Trucks has announced it has entered into a licensing agreement with a newly created firm to market clothing and accessories.

The clothing and accessories will cash in on the company’s century-long history and reputation for strength, reliability and quality.

The exclusive three-year agreement with New York-based Johnny M, L.L.C.covers all men’s, women’s and children’s apparel categories, as well as cloth and leather bags. The agreement also contains options to extend the arrangement up to the year 2015.

Johnny M, L.L.C. is a company formed by apparel industry veterans John McCoy and Barry Wishnow. McCoy has served as senior vice president for Pierre Cardin, and founded Fitzgerald & Co. He currently is president of Components by John McCoy, which has distributor agreements for such important collections as Gran Sasso, Mason’s, Coast, Moncler and Lenor Romano, as well as a licensing agreement with Alfred Dunhill, the English maker of fine accessories and menswear. Wishnow created Hugo Boss America and served as president of Calvin Klein Menswear, and has consulted with many well-known companies including Calvin Klein, Donna Karan and Joseph Abboud.

Johnny M, L.L.C. plans to launch its Mack-themed collection for spring 2005, and will likely focus on items that utilize the world-famous Mack Bulldog image and "Built Like a Mack Truck" reputation in their designs.

"We’re delighted to partner with John and Barry in this venture," said Mack president and CEO Paul Vikner. "We at Mack know the power of our brand image extends well beyond the world of heavy-duty trucking, and we look forward to a successful partnership with Johnny M, L.L.C. to maximize our brand’s potential in the apparel area."

"We believe the rich history and authenticity of the Mack brand, combined with quality apparel and work wear, will have immediate recognition and consumer acceptance throughout this country," McCoy and Wishnow said, adding: "We will offer our customers product that is ‘built like a Mack truck.’"

Financial details of the agreement were not released, but both companies said the market for apparel with the Mack brand as its theme has the potential to reach into the hundreds of millions of dollars over the life of the agreement.

The licensing agreement was organized by Philip Raia and Tim Orenbuch of LMCA, the New York-based licensing agent for Mack Trucks, Inc.


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