Zalando signs with Iconix Europe for Brooklyn's Own by Rocawear

By

Olivier Guyot

Published
Mar 5, 2015

Zalando is adding another brand to the brand portfolio of its subsidiary zLabels. Following the rock n’ roll style of Even & Odd for young women, casual menswear from Your Turn, the pure player is adding the New York-inspired streetwear to its range.

It's now offering Brooklyn's Own by Rocawear, an offshoot of the brand Rocawear founded by the American hip-hop superstar Jay-Z. 

Rocawear, meanwhile, is already present in Europe in over a dozen markets including France, Benelux, Germany and Scandinavia, with a streetwear positioning and a presence in multibrand department stores as well as online. Rocawear Brooklyn's Own, which targets teenage and young adults, offers apparel at affordable prices with t-shirts starting at 15 euros, fashion hoodies at 25 euros, jackets at 40 euros, sweaters at 35 euros and parkas at 70 euros. 

To capitalize on the brand, Zalando has signed a several-year exclusive "Direct to Retail" agreement for 15 European markets with the group Iconix Europe. The joint venture, consisting of Iconix and The Licensing Company, is specialized in this type of agreement. Iconix is developing the marketing and will provide the specifications. Partners, such as Zalando and Brooklyn's Own by Rocawear in this case, will manage production and distribution. 

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Iconix Europe has signed agreements in recent years with Go Sport for Danskin and Leclerc for Starter in France, as well as with Karstadt for London Fog in Germany. 

As for Brooklyn's Own by Rocawear, products will only be available online in the 15 markets controlled by Zalando.

€1 = $1.11/£0.72