SG Cos. has added a new kids’ license to its stable.
Under its SG Footwear division, the Hackensack, N.J.-based firm has inked a deal with workwear brand Dickies to produce a line of infant, toddler and children’s shoes. Set to launch in stores for fall ’14, the assortment will feature a wide range of casual styles, including hikers and relaxed loafers.
“We’re proud to work with a company like Dickies that shares our vision,” said Bernard Leifer, CEO of SG, whose other licenses include WWE, Despicable Me 2 and Harley-Davidson.
For its part, Dickies is bullish on the addition of kids’ footwear. “This new category reinforces our product offering for a younger age range,” said Michael Penn, the brand’s VP of licensing. “Parents are familiar with our durability in school wear and kids’ fashion apparel, and now they will see that translate into a full assortment of footwear.”