A fan favorite from the ‘90s and early aughts is being revived with a new line of products.
This week, Iconix Brand Group, Inc.—which owns tween brand Mudd—inked a three-year licensing deal with American Exchange Group to be the juniors label’s North American footwear and accessory licensee.
Known for its assortment of denim and casual staples for teens and young shoppers, Mudd’s first collection with American Exchange Group is set to debut in a matter of months for the fall 2020 season. The fashion firm produces jewelry, accessories and footwear for brands like Joseph Abboud, Jones New York, Nicole Miller New York, Adrienne Vittadini and more.
The new line will embody the brand’s youthful, whimsical energy and will strive to target Gen Z shoppers and nostalgic millennials who remember the first iteration of the label’s signature flared jeans and T-shirts. The season’s footwear assortment will include comfort-conscious boots and sneakers with lace or buckle closures, along with faux fur details. High-top and slip-on sneakers will play into the current trend toward no-fuss staples for at-home wear or small social gatherings and outings.
“We are extremely excited to add Mudd to our brand matrix,” Steven Cohen, American Exchange Group’s executive vice president said. “Mudd is even more relevant today as the world continues to be a more casualized environment.”
According to Cohen, the collection will launch in the coming months at department stores and specialty footwear retailers. American Exchange Group will add watches, jewelry and handbags to the assortment in spring of next year.
In May, Iconix Brand Group signed a deal for Mudd and Mossimo, another label under its umbrella, to expand into bedding, bath and utility products through a licensing partnership with Mainstream.
Iconix, which owns a number of memorable names from the 2000s and 2010s including Candie’s, Bongo, Ed Hardy, Ecko Unltd., Joe Boxer and Rampage, has been mulling putting itself up for sale amid contractions in licensing revenue, undoubtedly exacerbated by cautious consumer spending in light of Covid’s economic impact.
A July regulatory filing shows that Iconix Brand Group’s board authorized management and external advisors to look into a number of strategic moves including a merger, recapitalization of existing capital structure, refinancing of its debts, sales of equity, and more.
In April, the company announced the sale of its Umbro and Starter brands to a Chinese company for $62.5 million.