National Geographic launches first-ever menswear collection: nearly 70 designs in new range created for National Geographic by Omnibrand
National Geographic has announced that its first menswear collection will launch in Europe this September. In a new partnership with Hong Kong-based fashion sourcing company, Omnibrand Group, it is the brand’s first premium range of urban fashion apparel. Omnibrand’s apparel licensing arm, Corem Licensing, has signed a long-term strategic partnership with National Geographic to create this collection.
The range will consist of 67 modern designs, including jackets, shirts, t-shirts, polo shirts and knitwear aimed at the Urban Explorer. In line with the National Geographic commitment to sustainability and environmental awareness, the garments will be made from materials such as sustainable cotton, recycled plastic bottles and recycled down feather.
Maria Maranesi, Vice President Consumer Products and Publishing, Europe and Africa, National Geographic Partners, said: “This collection reflects two important aims of our consumer products strategy: to brand only the highest-quality product and to work with companies that promote our focus on sustainability and exploration. As we continue to create unique and premium experiences for our consumers, Omnibrand has perfectly translated our National Geographic core values into a modern and unique apparel collection.”
Patrick Andrist, Omnibrand Group, said: “We analyse the DNA of a brand to create consistent and quality collections that reflect its core values and characteristics. National Geographic is an incredible storyteller with rich and inspiring content. Our approach is to dynamically introduce the National Geographic community to the fashion market, expand the fan base and promote sales”.
Launching this fall, all products will be available at selected leading retailers across Central and Northern Europe, including a dedicated ‘shop in shop’ at a number of premium department stores in Germany. The Omnibrand Group will be planning 360-degree campaigns for the apparel collection with customised activities across digital media, offline, in store elements and point of sale.
This collection also reflects a long-standing National Geographic focus: to bring out the explorer in all of us, wherever we may live. This is a hardy but stylish range that is designed to have a particular appeal to the urban explorer.
A portion of the revenue generated by the Omnibrand collection will support the National Geographic Society’s work in the areas of science, exploration, conservation, and education. Each garment will feature a message from National Geographic inside the inner lining, reading: “Your purchase has a purpose. When you shop with us, you help further the work of our scientists, explorers, and educators around the world.”
This new licensing deal forms part of the National Geographic consumer products strategy, which launched globally in 2017. As a global, forward thinking, multimedia company with a scientific body at its core, National Geographic is uniquely positioned to create products and authentic experiences that engage, enlighten, and educate. The National Geographic licensing programme supports the overall brand mission and premium positioning by extending the organisation’s values to consumers through brand relevant products and experiences that also give back to science, exploration and conservation through the work of the National Geographic Society.
The National Geographic licensing strategy is led by three ‘core missions’: sustainability; educating children; and the National Geographic commitment to exploration and protecting our planet. However, within these missions this approach also allows the brand and its partners to embrace many associated themes. Space, the Human Journey, our Changing Planet, and Amazing Animals are themes which the brand will expand throughout consumer products for both children and adults during 2019. Similarly, sustainability is being strongly highlighted through Planet or Plastic? – National Geographic’s multi-year effort to raise awareness about the global single-use plastic crisis. Planet or Plastic? is attracting sustainability-focused partners in areas as diverse as water bottles, luggage, bedding and beauty products.
Natalie Horne, Senior Licensing Director, IMG who brokered the deal commented: “This collaboration is very exciting and we look forward to the launch of these high-quality products that provide modern design, protection, comfort and durability. The range is uniquely positioned to appeal to fashion, outdoor and National Geographic fans.”