Mack’s new gear a perfect fit

LEHIGH VALLEY, Pa. (June 1, 2004) — Mack Trucks is moving from the roadway to the fashion runway after signing a licensing agreement to market apparel based on the company’s branding strengths and reputation.

Hoping to repeat the mainstream success of companies like Harley Davidson and Indian Motorcycle, Mack is taking its popular brand name and logo and slapping it on everything from casual clothing to biker gear, to other fashion accessories.

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. was formed by apparel industry veterans John McCoy and Barry Wishnow — who created Hugo Boss America and served as president of Calvin Klein Menswear. The company 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” logos in their designs.

“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,” said Mack president and CEO Paul Vikner in a press release.

Have your say

This is a moderated forum. Comments will no longer be published unless they are accompanied by a first and last name and a verifiable email address. (Today's Trucking will not publish or share the email address.) Profane language and content deemed to be libelous, racist, or threatening in nature will not be published under any circumstances.