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Clad, a new e-commerce partnership between JC Penney and Esquire magazine, will launch later this month. Esquire with JCP? Yes, odd bedfellows, we though so too until we read the brand list. Clad will debut with labels including "Michael Kors, Jack Spade, Rag & Bone, Cole Haan, Redwing, Vince, Seven for All Mankind, Citizens of Humanity, Joe’s Jeans, Hickey Freeman, Ben Sherman, Levi’s, Tumi, Malin + Goetz, Billy Jealousy and Kale Naturals," reports WWD.
The project has very little relation to the JC Penney department store retail experience as we know it—instead, it's a part of the company's Growth Brands Division, which was launched last year in response to a perceived void in the men's apparel market targeting 24 to 54 year olds who don't follow the runway, but also don't want to be schlubs. "He's a guy's guy," Will Swillie, President of Clad, told WWD. "He's watching ESPN and he thinks dressing is important, but he needs a little help."
Clad will feature e-commerce as well as fashion editorial. Esquire will also produce a mini-mag called the Clad Report four times a year. The site will also feature something called the Tapeless Tailor, which will help men identify new products to buy based on clothes they already own and like. We can't wait to see how it all turns out.
· Clad Set for Mid-August Launch [WWD]