January 16, 2021

Ecko Jumps on Ath-leisure Bandwagon

Since its founding in 1993 by entrepreneur Marc Ecko, the Ecko Unltd. brand — and its rhinoceros logo — has been a staple within the young men’s market. Originally associated with hip-hop and skate culture, the label has transitioned into more mainstream channels and today is carried at moderate department stores such as J.C. Penney as well as in the off-price channel.
The majority stake in the brand, which at one time had sales of over $1 billion globally, was sold to Iconix Brand Group in 2009. Iconix acquired complete ownership in 2013.
And next week at the Project trade show in Las Vegas, Iconix will unveil the latest iteration of the brand, a new category called Ecko Function.
“We know Ecko can’t be a true athletic brand,” said Mary Gleason, who joined Iconix full time in January as executive vice president to oversee the company’s men’s brands. “But we think there’s an opportunity to do more functional merchandise.”
Ecko Function will offer T-shirts, shorts, track pants, hoodies and jackets with technical details such as wicking fabrics, welded zippers, embossed woven fabric overlays and reflective logos.
Gleason said the line will be targeted to sport specialty stores seeking an alternative to the higher-priced brands. The

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