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SWIMMING WITH THE SHARKS: Naked Brand Group Inc. has signed on Daymond John of ABC’s TV series “Shark Tank” and Shark Investors LLC to provide consulting services to the up-and-coming men’s underwear brand.
The services will include brand management, celebrity alignment, strategic retail placement, manufacturing strategy, creative development of licensed products and financing assistance, for a two year period.
Naked, which generates estimated wholesale sales of $500,000 and began trading publicly September 20, was launched in Canada in 2010 by president and chief executive officer Joel Primus. Primus also founded Project World Citizen Society, a charity dedicated to clothing, feeding and educating children in third world countries. The environmentally conscious brand of men’s underwear and T-shirts is sold in over 114 location in North America including Holt Renfrew, Boys’ co, Kitson and Freshpair.com. The brand is being introduced to the U.S. market this year and will be expanded in 2013.
Describing the look and feel of the brand, Primus said, “Every Naked piece is made with soft-to-the-touch Italian fabrics including microfiber, micro Modal and premium cotton that seamlessly forms to the male figure, making him feel as though he’s wearing nothing at all.” John, the entrepreneur behind the $6 billion FUBU label, said, “I’m very excited about this brand and believe that U.S. consumers will fall in love with this premium, sexy collection of innerwear for men.”